Modern brands are not static, stationary objects. Today’s brands need to be agile and adaptable, permanently poised to respond to shifts in consumer expectations, emerging technology, and opportunities in other regions and languages.

You know what they say, “classics never go out of style.” Maybe this is true, maybe it isn’t. But one thing is certain: When sans serifs took over typography in the early 1900s, they weren’t just a fad. They came to stay.