JCB - brand suicide?
Discussion
Hunky Dory said:
Digga said:
agree. It's probably IMHO the biggest waste of money on external consultancy in the corporate world.
Sure, evolve a logo, but don't try to kill it or smother it. Frankly, in the case of JCB - a very privately-owned company and one where tthe very name is synonomous with the family who owns it - I'm astonished this has happened.
Given it's a family owned company, what makes you think anyone other than the top man made the decision, or that money was "wasted" on external consultants?Sure, evolve a logo, but don't try to kill it or smother it. Frankly, in the case of JCB - a very privately-owned company and one where tthe very name is synonomous with the family who owns it - I'm astonished this has happened.
Eric Mc said:
BA, on the other hand, made a disastrous brand change in 1997.
Just out of interest, what did they do? I've done a quick look on the internets and couldn't find anything. Did they try and change their name or something? I was too young to care at the time. I remember the Post Office / Consignia fiasco though!TimmyWimmyWoo said:
Eric Mc said:
BA, on the other hand, made a disastrous brand change in 1997.
Just out of interest, what did they do? I've done a quick look on the internets and couldn't find anything. Did they try and change their name or something? I was too young to care at the time. I remember the Post Office / Consignia fiasco though!However, this was removed overnight and replaced with sundry, cack-handed and un-cohesive alternatives. I beleive that they have recently tried to return to their previous image.
Digga said:
The tail fins of all their aricraft used to sport a union flag design. It being British airways, this was deemed a key part of thier identitity.
However, this was removed overnight and replaced with sundry, cack-handed and un-cohesive alternatives. I beleive that they have recently tried to return to their previous image.
Famously, at a corporate/PR/political event, Margaret Thatcher carefully placed her handkerchief over the tail fin of a model BA aircraft so as to obscure the embarrassing rebrand. It was photographed and filmed that way for all the national press. Kiss of death.However, this was removed overnight and replaced with sundry, cack-handed and un-cohesive alternatives. I beleive that they have recently tried to return to their previous image.
These branding cock-ups often happen when the designer is bamboozled (or bullied) into following a brief which is driven by some sort of short-term commercial logic, rather than an ambition to capture and communicate the spirit of the organisation.
In my experience, it's very hard to find graphic designers who are really good at identity work.
In my experience, it's very hard to find graphic designers who are really good at identity work.
Yertis said:
I'm looking to recruit a junior at the moment, it's bloody difficult to find one. At least, one that is actually capable of designing rather than just waving a Mac at the problem and hoping for the best.
There’s a real skill to hiring the right juniors … spotting potential instead of pre-existing skills.Digga said:
TimmyWimmyWoo said:
Eric Mc said:
BA, on the other hand, made a disastrous brand change in 1997.
Just out of interest, what did they do? I've done a quick look on the internets and couldn't find anything. Did they try and change their name or something? I was too young to care at the time. I remember the Post Office / Consignia fiasco though!However, this was removed overnight and replaced with sundry, cack-handed and un-cohesive alternatives. I beleive that they have recently tried to return to their previous image.
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