Which parts of our brand heritage should we keep?

Keep the reputation your organisation has earned, but distinguish it from perceptions that no longer reflect how the business operates. For Price Forbes, The Frameworks retained the confidence and pioneering heritage of an independent insurance broker with more than 100 years of specialist broking history. The task was to challenge "old-school" industry perceptions without diluting the pride and character of the business.

The Frameworks developed "Making history" as the central idea: Price Forbes could be proud of its past without being defined by it. The idea connected its heritage to a forward-facing outlook and supported a confident, spirited tone of voice. When reviewing your own heritage, separate strengths worth carrying forward from associations that obscure current ambition. History can provide a platform for progress rather than dictate how the refreshed brand must look or sound.

Retain familiar cues where they still support the business's direction, then give them a clearer role in the updated identity. For Yokogawa T&M, The Frameworks built on the established Precision Making ethos rather than replacing precision with an unrelated sustainability message. Stakeholder interviews, a survey of research engineers and competitive analysis informed how precision could connect to the real-world challenges audiences were working to solve.

The resulting idea, "Built on precision", linked technical capability to sustainable progress. The Frameworks made green from the existing brand guidelines more prominent, introduced a grid suggesting building blocks, and drew icons and illustrations from product displays and buttons. Precision remained the organising idea more than a decade after the original work, while its expression developed.

Transform magazine reported in 2025 that Lloyds retained its black horse, green and established purpose while introducing new positioning, typography and horse-inspired motion across a digital-first B2B and B2C brand experience. Preserve selected assets with a useful role, not every historical design choice.