Branding Is All About Change

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As I sat down to write this Editor's Note for Athletic Business, I couldn't help but reflect on the inevitability of change. AB's branding issue is all about how high schools, universities and rec centers implement changes to shape, refine and, in some cases, redefine perceptions of their institutions. From something as small as a logo redesign to a massive branding overhaul of an entire facility, change comes in all shapes and sizes and for varying reasons.

In most cases, the goal is to tell a story that encapsulates a company or institution's history, its guiding values and ultimately its aspirations for the future. In this issue, you'll find examples of how a number of facilities across a range of markets have approached the challenge of distilling their story into a consistent, vital and immediately recognizable aesthetic. From a healthcare facility looking to create an environment that embodies its goal of wellness to a trio of professional stadiums that are taking digital signage to the next level, this issue offers readers an in-depth look at the complex evolution of branding.

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