Beyond that it is a fancy jargon used by business type, "Brand DNA" is quite a significant term for entrepreneurs and marketers. It is the building block of what a brand is about. And so during the course of this year, footwear and accessories label Gravis will gradually phase out its ubiquitous capital "G" logo and introduce a new one - Roman numeral 4 (IV). The reason behind the move is quite simple - to reiterate its Brand DNA. At its establishment, Gravis has always focus on its four sources of inspirations - skates, snowboards, surfing, and art. These four factors have long since became the foundations of what Gravis is today. To convey the brand's continue commitments to the 4 themes. Gravis and its parent company, Burton, made the decision to update its logo into a "four". Of course, changing something on such a scale is no easy task. It will be somewhat costly too. But the return for Gravis' Brand DNA will be priceless.
More photo of the change after the jump...
Gravis - 2007 Jetway Rolling Luggage - Old "G" Logo
Gravis - 2008 Jetway Rolling Luggage - New "IV" Logo