The mission-critical tenant of rebranding GSUSA was "a few rules held closely." The Anniversary identity had to respect and reinforce exactly that strategy.
For just one year, the profiles would be replaced with the anniversary servicemark on anniversary communications.
All the same usage rules applied. A seamless transition.

Messaging around the Anniversary proliferated: green, forums, celebrations. The centennial was a lighting rod for new initiatives and every new voice had to be accommodated. Under all that weight, the system still endured. The cornerstone event of the 100th Anniversary will be the 52nd Convention held in Houston, Texas on November 8-13.