How do heritage brands stay relevant and avoid becoming a relic?

4 min readApr 25, 2019

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Lord + Taylor and Avon recently unveiled new logos that move in opposite directions. What do they expect to gain from abandoning their brand history? Here’s how to move your brand ahead without ditching your past.

David Langton

Written by David Langton

Founder of New York branding design firm Langton Creative Group, co-author of Visual Marketing, and adjunct professor at Hostos College/CUNY.

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