The Lincoln Motor Company, maker of the car service stalwarts Town Car and Navigator, is doing something few in the automotive industry have been able to figure out: use brand as a guide for developing services that meet the needs of its future customers. The resulting services turn buying a Lincoln from buying a car to buying into a lifestyle.
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Uber's redesign is the latest example of companies designing for themselves, not for their users.
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Facebook and Logitech's recent logo redesigns highlight the importance of design with a purpose, and how not to squander good brand design just because you can.
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