> Our infatuation with the creation of implied heritage really deserves greater attention than these two paragraphs allow. The new culture of small shoppe busin

> Our infatuation with the creation of implied heritage really deserves greater attention than these two paragraphs allow. The new culture of small shoppe business and personal attention are fiercely fighting the truly established bluebloods for the same share of consumer attention. Heritage that's only inches deep is winning through smart design, even when the identity reads ESTB 2018. I find this really interesting. Although it might just be a design fad in some cases, it does make me smile a bit to see an "Est. 20xx", because it reads as a desire that the brand (often a physical store) intends to stick around long enough for that declaration to mean something.