How do you create an identity for two corporations forming a joint venture, without changing their logos? A successful re-brand sometimes has less to do with logos, and more to do with the brand as a whole. In a merger internal staff culture is crucial. In this case great effort went into uniting - a strategy incorporated into the new company name ‘us’. The internal brand culture extends into every facet of the company. Good job they weren’t called Sony Universal, it wouldn’t have worked quite as well called ‘su’.