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With a wide range of external
and internal communications, advertising, signage, uniforms,
milk, floats, lorries – plus an extensive selection of
packaging for milk and cream, it was essential to create a manual
to make everything work together consistently.
This comprehensive set of guidelines was designed to safeguard
and protect the identity in every detail. However, consistency
alone is not enough to make an identity successful and we
ensured that the manual offered the flexibility to create
innovative designs that would keep the Express identity fresh.
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