Brand redesign and re-fresh

Stephen Fry talked on QI about a disastrous brand refresh. A design agency came up with three names for an established University. The outcomes offered Bradford University, The University of Bradford and University of Bradford for a cost of £20,000.

GAP had to go back to their original logo after spending millions on a re-fresh.

So it’s not always the right thing to do – but, if it is, we are aware of the dangers. We like to work with companies to make subtle changes to positioning, wording, logos and styling. And breathe and extend life into a re-positioning.

We take a considered approach. If the wheel needs re-inventing, then we will. But sometimes you might just have a puncture.