The recent announcement regarding the fact that U.S. currency would soon see its first change since 1928 was met with much enthusiasm – especially when it was noted that Harriet Tubman would be replacing Andrew Jackson on the $20 bill. A range of other civil rights leaders and women will be appearing on other denomination notes as well.
Tubman, who was an African-American Union spy during the Civil War, will replace Jackson, and she will be the first woman to appear on U.S. paper currency since Martha Washington’s brief appearance on the $1 silver certificate that appeared in the late 19 Century. Although Lincoln and Hamilton would still appear on the $5 and $10 bill respectively, images of women will be added to the back of these bills as well. In addition, the Treasury building that is currently on the back of the $10 bill will be replaced with a depiction of a 1913 march for women’s rights to vote, along with portraits of Elizabeth Cady Stanton, Alice Paul, Lucretia Mott, Susan B. Anthony and Sojourner Truth.
The Lincoln Memorial will stay on the back of the $5 bill, but only to serve as a backdrop for the 1939 performance of Marian Anderson, an African-American who was initially banned from singing at the segregated Constitution Hall. Other women who will appear are Eleanor Roosevelt and the Rev. Dr. Martin Luther King. Final redesigns of these notes will be unveiled in 2020, which coincides with the centennial of the 19 Amendment that served to establish women’s suffrage.
When Andrew Jackson was placed on the $20 bill back in 1928, women and race were viewed in an extremely different light compared to today. Despite this, the current set of people has continued appearing on the U.S. bills to this day. The decision to replace Jackson with Tubman acknowledges how society has evolved and become more accepting of everyone, regardless of gender and race.
Corporate Rebranding is Necessary
While the U.S. currency would still be serving the same purpose successfully – a form of legal tender for goods and services rendered – the changes being made to it are necessary to aid the transformation process for all Americans. In very much the same way, corporate companies who are still operating successfully can benefit from a complete rebrand as well. In many cases, the identity that was applicable to a company when it first started out may no longer be serving it as well as it used to. Although many people may think that rebranding will cause them to ‘abandon their heritage,’ this is not so – it’s just a case of adapting their relevance to a constantly changing business environment.
If you are a company owner or you have been tasked with managing its brand in any way, chances are that you may require assistance with the rebranding process. Get in touch with our expert team at 36Creative today to find out more about how we can not only assist with this, but how we can ensure that your brand stands out from the rest.