Many multiples in Britain in the interwar period adopted a standard or uniform design in their shop branches. This was done to promote corporate identity and encourage brand loyalty in their customers. Distinctive lettering and recognisable motifs on the façades were used to achieve this. Standardisation also saved on design costs, as a single design could be adapted to fit a number of different sites and locations. Many companies used their own in-house architects to do this work, rather than employing expensive outside architects.