Certified Angus Beef's old logo was one of the most widely recognized brands in America. Our research program took us to divergent U.S. cities and the answer was always the same: high recognition, but low acceptance of the logo as a brand. 'The solution was to maintain symbol and shape from the earlier equities, but to 'premiumize' the logo. We also connected the words of the brand name more closely, and added the word 'Brand.'