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A spirit brand's icon is probably the most powerful tool in its design arsenal. The best examples embody the spirit and essence of the brand, and tell a powerful and emotive story as simply as possible. Many of the most famous icons also have the most heritage; they've simply been around longer and so have had longer to be understood and adopted. But even the oldest icons need constant evolution to stay credible and relevant to a modern audience – with some faring better than others as they seek to appeal and compete in a digital age.

Creative Bloq

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