"This is how you sell a brand and an identity to a CEO. You sit down a guy with the last name Pipkin and tell him his company is about People-inspired products and that the icon in his new logo is nicknamed PIP and you have sign-off, baby. I’m not saying this is what went down and sarcasm aside, one of the hardest things of implementing an identity at this level is to get CEOs to care and to put their leadership behind the change. Give them a good story — never mind the typeface choice or color palette or animation — and they’ll put their weight behind it. PIP is a great story."
