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Brand standards for a brave new retail world
Formula. Format. Familiarity. The retail recipe is tried and true, based on brand dress and standards developed over years and, often, decades. Standards meticulously define everything from the logo to the physical layout of stores. Storefronts, where the visual expression of the brand identity is most evident and most essential, is especially prescriptive. A Barnes & Noble in Miami looks the same as a Barnes & Noble in Minneapolis.