Distinctiveness Pays

Since farmers started branding livestock in 2000BC, branding’s primary role has been to make a product, service, organisation or cow uniquely identifiable. Why, then, is so much of modern identity design so indistinguishable? And how can we fix it?

In his first column for Creative Boom, Ragged Edge co-founder Max Ottignon, ask why so many brands are scared of standing out? Read the full article here.