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The one thing that will always follow a company is the value of its brand. It’s the most important asset a company has and contributes more over a length of time than any other factor.
In the 15+ years I’ve been in the graphic design field there is one phrase I have heard more often than any other, and that is “I have a neighbor who do to that for $50!”
Most savvy clients understand the importance of brand stability, but some don’t. Clients, publications and designers alike won’t understand the proper use of their logo unless it is spelled out.