[anonymous_sorry]

Companies need branding because they're trying to stand out from the crowd. To be distinctive and memorable, so you think of them and trust them when making buying decisions.

Governments generally don't have that requirement. So GDS doesn't need fancy branding and other concerns can take priority. It's remarkably refreshing.

It would have been so easy to just cargo-cult whatever is fashionable in the private sector. It's kinda miraculous they didn't. A mark of thoughtful, self-confident professionals. Bravo!