The jury is out on this one… What looks like a really slick and simple branding concept for One Euston Square (which forms part of a pedestrianised southern approach to Euston station) has been flawed by an in my mind over keen design of the small print. Whilst the logo works beautifully with the detail in the letter ‘q’ featuring a square, this is lost in the domain name oneustonsq.com perhaps for legibility reasons.
However, because of the colouring going hand in hand with the brand logo itself, the missing square somewhat weakens the brand concept and leaves the thought in my mind that they may have been better off leaving the web address as a ‘normal’ piece of information that is not treated as another interpretation of the brand identity concept.
This very ‘square’ element has been nicely reflected on the website where information is displayed in square shapes adding consistency and continuity to the brand logo.
It’s hard as a brand manager to always know where to draw the line between graphic interpretation and sheer practicality and it’s by no means easily definable.
Looking at it the other way, a client I am working with at the moment was really concerned about using their product name in a playful manner on a ‘fashion spread’ advertising their product because the typography is designed to go with the content of the pages rather than be an advert for the brand per se.
We did explore the subject and came to the conclusion that the brand should have the confidence to use the name of their product in different styles since there is good reason to do so (rather than compromise the message) – but it really is one of those things where you have to assess on a case by case basis using both gut feeling and common sense.
The Paralympics have arrived and we are once again bathing in the excitement of a global sporting event hosted in our capital. I had been on the lookout for cool and crazy merchandise featuring the much debated and much protected London 2012 branding, and here are just two recent ones I came across…
It’s odd to think that this is the item of choice for promoting an event that excels in its dynamic nature, is full of vibe, confidence and energy, that is about breaking records and inspiring a generation. Was the underlying brand messaging strategy to engage with the nation every time they take their Sunday roast out the oven or put the tea pot on the side table? Oven mittens and tea pot warmers, ladles and other cooking equipment may be apt for MasterChef or Ready Steady Cook… but I am somewhat doubtful of the effect beyond the gimmick and ensuing giggle… Then again, we might inspire a generation of record breaking oven users and tea makers.
Anything is possible!
They have everything going for their brand identity. Clean, clear type and colours. A bold message. A modern feel. Shame that the first thing I associate with their logo is not anything to do with food and transport / logistics – it’s simply the feeling of frustration and losing time watching the famous Apple pin wheel rotate on my screen.
What is a shame is that exactly this association of waiting is less than appropriate with a delivery company of any type.
This week saw the launch of the new homebase brand, designed by Design Bridge. The result was received rather lukewarm with a hint of disappointment at least by the design community.
Most agree that it is certainly an evolution instead of a revolution – if rebrand is indeed the correct term for this logo development.
I wonder if we are missing some information here. Why did the company feel the need to change the graphics? Some speculate that Homebase is attempting to better align itself with the newly acquired Habitat brand.
If they are trying to position themselves as the duller, more conventional brand of the two, perhaps that’s a job well done – but I don’t feel that this logo change alone is going to actually change the perception of the brand sufficiently enough.
It was perhaps not the wisest move to make it a big piece of PR as the usual comments of those just looking at the result will inevitably be along the lines of ‘I could have done that in five minutes’ and ‘how can they spend money on this’.
Perhaps they were trying to avoid a branding disaster of the scale of Tropicana. Like so many others, the brand, owned by Pepsico, intended to bring their classic packaging design with the widely recognised straw-in-an-orange image into the 21st Century.
However, they seemed to have forgotten that a successful rebrand involves not just the design of a new logo or packaging identity, but includes re-evaluating and adjusting a company’s goals, brand message and, importantly, company culture.
Instead, they rolled out completely new packaging without any other evidence of re-positioning and with the added flaw in that their consumers did not recognise the new packaging as Tropicana’s because too many elements of the design had moved.
The packaging was no longer familiar or easy to spot on the supermarket shelves. After lots of complaints and plummeting sales, the company did a u-turn and went back to the old design, proving the power of the consumer and that we are all creatures of habit…
Changing things too much certainly won’t be an issue for the Homebase logo. Which brings me back to the question ‘Why do it at all and so publicly?’
Design Bridge says, ‘Across all touch points, we have injected depth and light to move from flat, primary colours to a more natural and optimistic palette.’
That may be so – but did they have to plop it in yet another circle? I really wished I could see the creative cleverness in this – but then again, retail has its own science behind its success and this may be just the right mixture of keeping the brand identity close to its past whilst adding some new elements to ‘play with’ in different touch points.
It remains to be seen how the brand is rolled out across the website and company literature and perhaps it will complete a new picture Homebase and is going to paint.
In the meantime, I am afraid it looks like yet another rebrand without a cause – be it because it was death by committee, fear of bold change or lack of inspiration. I wonder what B&Q will do next!
The Santander brand identity has been a bit of a mystery to me ever since they took over our high streets in personal and business banking. In my mind, Santander are a baker, not a financial institution – mostly because their logo looks like a hot bun fresh out the oven, still steaming.
So imagine my joy when I walked passed one of their offices with posters advertising coffee and snacks. It must be true – they really are a pastry maker in disguise!
They are of course a major brand and their logo, strange as it may be, is well-recognised, but for me personally, the visual identity design of the ‘flame’ logo is weak and I curse it every time it triggers the thought of some lovely home-made bread which it then inevitably doesn’t deliver.
There is a local chippy that has a similar problem – though for a slightly smaller audience… in fact, probably just for me. They use red, black and white for their shop front and signage which has the effect of visually reminding not of the UK coastal fishery towns, but of Japanese restaurant exterior and from a distance the words even read ‘sushi fish bar’ instead.
Being a great fan of sushi and all things non-battered, it has caught me out time and time again, filling me with disappointment that the promise of fresh, unusual, healthy fish dishes is in fact that of deep fried sausages, poultry and haddock with the Nation’s favourite potatoe dish.
And whilst I’ve got absolutely nothing against fish and chips when it’s the right occasion, I feel that they missed a trick in their brand identity design – why try and be something they are not instead of celebrating the British? Until they commission a new lick of paint, I shall continue to drive past and remind myself that it’s really not that important…
The PR and brand management department at Lloyds TSB must have had a great morning. Lord Alan Sugar (will I ever get used to this title?) is on good form and discussing a variety of topics on the Chris Moyles show. He mentions that his money is with the ‘bank with the black horse’ which he is not allowed to Lloyds mention… oh and then there was Skype… but we are at the BBC so no brand name dropping.
Unless people are innocently confused about a brand image, this is a great example of the power of simple and descriptive brand identities. In an environment where we are bombarded with logos, symbols and brand visuals, if all it takes for a company to be recognised is the mention of an element of the identity, the branding team can be congratulated. ‘The bank with the black horse’, ‘the swoosh’, ‘the apple’… just a few examples of uncomplicated, recognisable and versatile brand identities in the consumer market.
There is perhaps just one that can go right in with the Bradford and Bingley post and that has caused me confusion ever since it emerged on the British high streets – Spanish bank Santander.
It may be just me, but I’ve always associated them with being bakers and the logo looking like a bun fresh out of the oven.
Actually, looking at the 2010 best global brands on interbrand, there are not many that would be an easy subject in charades. But then again, we don’t usually make our brand choices based on Lord Allen describing his favourite companies and products on breakfast radio…
My husband was making Scotch pancakes for our little one, which is always an event in itself, when he remembered growing up with the belief that Bradford & Bingley also made flour.
Why? I asked. Well, it’s because of the man with the bowler hat!
So I had a look at comparing the two brand icons and it is quite sweet, seen from the eyes of a child… It also reminds me how important it is to think about the brand icon in light of what other companies are using even if it is a different business.
Anyway, just a quick story that made me chuckle… and look out for any other brand mix-ups.