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Goodrich

Challenge
BFGoodrich Company needed to maintain its high, positive awareness and heritage while differentiating itself from the well-known tire brand, which is now under separate ownership.
Solution
Kass Uehling recommended shortening the company name to simply Goodrich, and developed a memorable visual identity that projects an appropriate, dynamic, aerospace personality.
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Kass Uehling
333 Seventh Avenue
New York, NY 10001