It’s been almost 4 and a half years since the London 2012 Olympics logo was launched (no really it has!) and as the competition draws near we were wondering how opinions to the brand identity might have changed as time has passed.

Take a step back to 2007; Jade Goody is in trouble over alleged racial abuse on Celebrity Big Brother, Madeline McCann disappears from an apartment in Praia da luz, the final Harry Potter book is released and the world is teetering on the brink of a financial crisis. On June 4th the London 2012 Olympic Logo is unveiled; a representation of the number 2012 with the Olympic Rings embedded within the zero.

Early reaction to the design was (to say the least) less than positive. A poll on the BBC website resulted in 80% of voters giving it a negative rating, it was likened to a distorted ‘Swastika’ and numerous unofficial competitions we’re run, suggesting alternative designs. Worse still, animated footage released at the same time as the logo and used as a TV sequence resulted in a number of epileptic seizures.

So, not the best reception to a brand launch then, but what do we think of it now that we’ve had a chance to live with it?

Back in 2007 I was firmly in the camp of ‘what were they thinking?’ I thought it was garish and brash, ‘london’ in a bespoke typeface squeezed into the 2 of 2012 looked odd. But, looking at it from purely a brand consultant point of view (with constructive criticism) it did tick the box of being unique and memorable and it certainly was adaptable to work alongside sponsors brands. No matter how much I tried to find merit in the mark though, I couldn’t quite get past the initial shock of my first reaction.

Re-visiting the logo now and seeing how the brand’s visual style has developed in the years since it’s birth, I must admit I do seem to be warming to the energetic appeal of the bright colours and sharp shapes used. As a visual style for the worlds greatest sporting competition in 2012 I believe these elements are relevant and appropriate. No love has been lost regarding the typeface however; it reminds me of the graffiti I used to see scratched into the wooden desks at school.

Looking at how the brand identity has been applied to marketing collateral I’m left with the sense that nothing quite fits; the elements seem to fight each other. The logo shape itself has actually faired quite well over the years, as a stand alone element it works; it’s bold, recognisable and full of energy. However it’s the execution and application that is letting the overall brand look and feel down for me; perhaps it’s been made too adaptable, resulting in a dilution of what could be a strong identity. I fear the London 2012 Olympic brand identity may be destined to go down in history, remembered alongside the iconic 80′s shell suit phenomena it so closely resembles.

It would be great to hear your opinion – did you hate it and now like it?

Wishing all our clients and suppliers a very Merry Christmas and a Happy New Year, thank you all for your continued support and all the best for 2012.

Our experience of the Professional Services sector could be likened to an apple barrel; full of companies with similar services and similar business models waiting for clients to come along and ‘pluck’ them from a crowded market place of similar looking firms. Very few firms in this market work hard to offer a stand out point of difference – and often that’s because they don’t really appreciate the point of difference in their service.

So how do the likes of IFAs, lawyers and accountants attract potential new business away from their competitors? In the past it has been enough for firms to simply promise a higher level of service; there’s been enough work to go around. However, just providing a good service no longer guarantees a client will choose to work with a particular firm – after all, this is expected by the very nature of it being ‘Professional Services’. More and more clients are looking for that red apple amongst the barrel full of greens which looks just that little bit more juicy than the others.

Businesses and consumers are being offered more choice than ever and they’re more educated as to what they can expect from services they choose to invest in. They’re doing more research and talking to each other about the pro’s and con’s of each offering before making a decision. A firm with a history of great service that has a clear personality, that is adding value in innovative ways and has it’s finger on the pulse will have far more appeal than a firm with a history of great service that looks tired and hasn’t moved with the times.

Defining your meaningful difference then communicating it well is the key. By not communicating with your audience, in an engaging and stimulating way, professional services firms are paving the way for their competitors to step in and grab the lions share of tomorrow’s business.

If you’d like a chat about how we can help you find the meaningful difference in your firm – then tell everybody, give us a call.

Whilst making the tea this morning, the very act of making my table a hot beverage on a chilly day got me thinking. Bear with me on this one!

Jonny from Union Room likes his coffee with 2 sugars (i’m almost put into a sugar coma looking at one heaped tea spoon of sugar, let alone two.) Jordan likes a strong yet milky tea (the concept of which i don’t completely understand as that surely just makes it a normal tea?) These are two options I personally, wouldn’t take. However, I’ve done my “research” and I make them how they ask because I know for certain that is the audience I’m making it for. I’d be giving them a hot drink they didn’t want otherwise.

This made me think about the roll of the designer.

Research is important. You need to know what kind of audience the brand wants to attract. What’s more, you need to assess if the brand’s strategy is right. Is what they plan to offer what their intended audience want? What is the best way to sell their service/product? You need to consider all these things before moving forward.

Designing communications for consumers is ultimately for the person the product/service is directed at. You’ve got to put you own personal preferences aside, and live in the shoes of the audience. If I had it my way, Jordan and Johnny would be drinking chai tea. But that would be wrong and I would be being a hot beverage dictator. I wouldn’t impose my own likes upon people. Imagine how you would sound saying it to one person. You wouldn’t end up making a good impression.

Remember, when designing, you aren’t addressing your needs, you’re addressing other people’s in an engaging and well crafted manner.

In the past few months we’ve been working with the North’s finest and most reliable printer (we would say that, as they’re our go to guy for the majority of our print), Statex Colour Print. One job we’ve recently completed for Statex is a brief direct mail campaign extolling the virtues of their print, mailing and management solutions. Each piece that is distributed is based on quotes from their happy clients, taken from questionnaries accompanied by a brief description of their range of services. Here’s a quick peek at the first three mailers we have completed for them.

Check back for more updates!

Projector are currently: Working away.

Has this crossed your mind lately? It’s crossed mine. Exchanging information is easier than ever, what with smart phones, tablets and social media. But is this always the best way?

I strongly feel nothing beats a personal connection, it’s all about building good relationships and this is where the business card plays an integral role. Sure, you can send out an email campaign, post links on social networking sites and direct people to your website. But, you also need to make that personal connection with your audience so they’ll find those things useful. Talk to people about your business, listen to their needs, and show them how you have the solution.

Although technology has brought creativity and productivity to a new level and allowed us to communicate like never before… it is not 100% reliable and never will be.

Let’s take a quick glance at an example of technology being used to exchange contact details with potential clients at a networking event. The Apple iPhone, has recently been touted as one of the primary technological replacements for the business card. What happens if your iPhone runs out of juice during this hectic event? You have no way of professionally passing on and receiving all those potential new clients you’ve met that day. Alternatively, you may rely on your Bluetooth technology to exchange data with potential clients or fellow business people. But what happens if the laptop or Blackberry crashes in the middle of the event? Business cards are an uncomplicated solution to many of these headaches. Containing details about every possible way to get in contact with you, the originality, legibility and simplicity of your business card may save you embarrassment or worse – the loss of a potential customer.

Business cards are the last line of defence in overcoming any technical glitches.

When you’re out and about, you never know who you’re going to meet, run into, etc. With this in mind, always be ready! But, don’t just hand your business cards out to just anyone. Create the connection first, and then hand them a business card. Try to leave the conversation with them needing more information. In other words, stimulate their interest without giving all of the details. That way, you can call them the next day to set up an appointment for them to learn more.

Your card could be what prompts the recipient into contacting you. A clean, uncluttered design shows that you care about appearance and immediately sends out a professional vibe. You never get a second chance to make a first impression!

I’ll talk to people I’ve done business with five years ago, and they’ll tell me they still have my business card. You don’t get that same effect with an e-mail or v-card because it’s not personal and it doesn’t last.

What about you? Are you still giving out your business cards, or do you find yourself using technology instead?

Projector are currently: Thinking things are better when you only play football once a week.

Despite the sudden appearance of a sweltering Indian Summer, you can’t deny the impending chill of winter is almost upon us. This cold snap must be prepared for, so in riposte I took a walk through Newcastle this weekend to see if I could get that all important winter jacket.

As a designer it’s quite normal to find it tough to separate your job from the things you do outside working hours. You critique film titles and credits, (insert more examples). So you spend a super XXL portion of your time consciously, or subconsciously observing. And there’s a lot to observe, as everything you see, has to some extent been designed.

After an unsuccessful trawl through the usual haunts, I decided to take a trip to a few vintage shops, to see if they could yield any rough gems. Personally, I’m not an ardent fan of vintage clothing but there are many who take pride in vintage fashion, which is evident from Highbridge Streets glut of shops. I know some people enjoy trawling through racks and racks of disorganised clothes as it makes “the find” seem a lot more worthwhile but it’s just something that doesn’t appeal to me. Until recently, the shops all had a very similar outlook and interior. Slightly dingy and the decor harks to a certain era, as do the clothes. A look that is ubiquitous as the use of Helvetica.

How about you turn that on it’s head? Less clutter and more order and make the clothes seem less like they’re hand me downs from your Mum and Dad. A new brand on High Bridge Street, DEEP has just done that. It might have been unintentional, but what separated DEEP from the other vintage clothing shops i’ve experienced elsewhere was it’s unique interior. Inside it’s a light, airy and minimal space, with the garment sections given a lot of space. Overall an easier shopping experience. Because of this the aesthetic is that of a high-end fashion outlet, despite selling pretty much exactly the same products as the other vintage shops. That’s a differentiator. The genius of it however, is that as the clothes are second hand,the prices remain low. It lulled me into the false sense that the clothes would be expensive (due to the boutique look and feel) and to my surprise they weren’t at all. They seem bargains in times when the wallet is a little lighter. A great piece of strategy (if intentional, if not very lucky).

This just shows Brand Positioning is an important factor to consider. DEEP faces stiff competition in terms of product, as it is geo-centric with three other similar outlets selling practically the same products. It’s products aren’t original, but the store itself is completely different to it’s competitors. The interior makes the customer think they are buying something better, something that’s in fashion a little bit more aspirational despite it being second hand – so their products are more appealing, despite their lack of difference.

Brand Positioning isn’t difficult. It’s basically determining similarities and difference so you can then proceed with the right strategy to give your brand a unique image that sets it apart from it’s competitors. It makes a lot of difference to how your brand is perceived, if you have a unique offering, you’ll reap greater rewards.

Projector are currently: Working away!

Sometimes you come across something that is truly inspirational. We recently read about the Design Council’s initiative to “Design Out Crime”, giving Designers the chance to don a spandex superhero costume (if they so wish) and fight crime using their power of creative thinking. It’s such an obvious problem to tackle, a prime example of how design can make a massive difference.

The project that caught our eye was the solution developed from research by InnovationRCA, the business network of the Royal College of Art, answering the brief of helping reduce alcohol related crime.

Everyone has heard of, or read of, incidents of glasses being used as weapons and causing serious injuries in bars. The aim of the project was to develop a new pint glass that could significantly reduce injury.

Two prototypes have been made, taking advantage of resin, that makes the glass makes the glass tremendously difficult to break, and even if it is broken, binds the shards together so they cannot be used as a dangerous weapon.

Such a great example of inspired thinking to help people.

You can read the full article on the Design Council website here.

Projector are currently: Reeling from an Indian Summer 5s session last night

Projector are currently: Working, working and then working some more.

Albert Einstein once said “if you can’t explain it simply, you don’t understand it well enough”. Can you precisely describe what your business does and it’s unique selling point in a 140 characters? How about your new campaign? Your message needs to cut through to the consumer quickly and efficiently. If you cannot, perhaps it is worth critiquing what you are offering.

Are you finding it difficult to clarify what your business does succinctly? If so, we can help you assess what your business’s unique offering is (or could be) through our consultation service. We listen to what’s being said, and what’s not being said and by doing so can help you address what really matters.

Projector are currently: Awaiting a well deserved cool beverage.