New Logo, New Leaders: MACH Alliance Announces Key Board Appointments and Brand Refresh [Video]

A logo can be an incredibly divisive thing. 

Think about it: A person or business endeavors to crystallize its brand tenets with a singular pictographic touchpoint, balancing legibility with artistic flare – and hopefully communicating something about its purpose.

Accomplishing that is a tall order. Then you realize everyone has an opinion. It makes the whole prospect of creating a good identity feel challenging and risky. And yet, it’s a vital and elemental fixture in every brand ecosystem.

In an age where a logo’s price has been vastly diminished (you can buy one for peanuts on Fiverr or use free tools to make one yourself), their value is conversely increasing. Why? Because good logos, reinforced by a cohesive brand architecture, can help break through the digital noise and build a solid foundation for integrated marketing programs. 

OK, but striking gold with a subtle “arrow” in your FedEx typography? Hard to replicate. Even more precarious are logo makeovers of established …