Initially, standardization had never been a priority and required an effort to steer the company as it acquired new businesses that ultimately increased its digital marketing offering. Each new logo had its own identity and creative culture with additional regional nuances that needed guidance (and patience) to help migrate towards a single global brand. In 2017, the parent brand Rakuten began to incorporate stricter guidelines of their own as well as the path of a brand evolution that would lead to three global corporate rebrands over the next three years.