Karl Moore traces brands, from ancient Rome to today

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A recent piece at Appsforpcdaily.com delves into The Birth of the Brand: 4000 Years of Branding History, a study by Desautels professor Karl Moore and Susan E. Reid that contends that brands are as old as civilization.

From the stamps that ancient Roman bakers identified their bread with or the symbols on medieval merchants’ signs right up to today’s logos, the role has changed from simple identification into a stylized representation of a given company’s image.

And sometimes, that image morphs as corporate priorities change. One factor propelling logo shifts these days is the need to make them work on small screens as well as in print.

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