New Treasury Secretary May Spur Federal Rebranding Effort

Dennis Ryan, Advertising, OlsonSee this? No, it’s not a proposed Olympic city mascot, it’s the remarkably unique signature of White House chief of staff Jack Lew who President Obama plans to nominate as the replacement for the departing Timothy Geithner. Apparently, there’s a hue and cry inside the beltway over this ‘squiggle’ because the Secretary of Treasury’s autograph is on every bill the government prints. He’s being urged to replace it with something more…decipherable.

And there’s precedent for this kind of action because apparently, they made Geithner improve his too before printing it on dollar bills.

But does it really matter? Should we change someone’s personal brand for no other reason than legibility? I don’t think so. Because if you’re the kind of person whose day is shattered because you can’t read the small print on a twenty, you should work on re-prioritizing.


By Dennis Ryan, CCO, Olson


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