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Why would rebranding be expensive? Isn't it just a new set of logos?


Sure, but those logos need to replace the old ones, everywhere. The new logo might cost a few millions to design, but that's the least of it. You'd need to replace the old logo and naming everywhere from signs, websites, letterheads, social media, software products and everything in between. Everything that currently says DoD now needs to say DoW. I don't know if they changed the colour scheme, but if they did, they'd might need to repaint a bunch of things as well.

If you wait and just update the logo as things naturally ages out, then it's going to take decades.




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