In looking at the future, it’s often important to reflect where the organisation has come from. Understanding why the business had begun, its development and the marketplace changes that influenced its history. In determining the direction for the reinvigorated identity programme for the American health services company, numerous starting points were considered. These were discovered in a document written by the founder of the company.

The words of Dr Wendt provided the inspiration for the masterbrand trademark resulted in a direct visual translation of his vision that ‘the USANA family will be the healthiest family on earth.’