Going round in circles to find a common thread

I totally agree with Jasper Smith (Letters, DW 18 July). Look at the Stagecoach UK Bus identity. It’s very much in the same vein as Consignia, Guinness and the Business Environment Forum.

However, where do we draw the line (or circle – excuse the pun)?

Are they not purely based on the circle, to represent the company?

Jim Ramsay

Design director

999

jim.ramsay@999group.co.uk