I read with interest your piece on Brand Catalyst’s identity for Keep Britain Tidy (www. designweek.co.uk, 1 June).
Peter Shaw is quoted as saying the design makes the brand more flexible, but, try as I may to understand the visual reasoning behind it, all I can see is ‘Keep Brain Tidy’.
Tabrez Ahmad, by e-mail
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Keep It Tidy is the unifying idea, less about Britain, more about the place that you live. IT could be replaced with a specific place, park, streets, neighbourhood, or a place name, Wigan, Gants Hill etc. The new identity incorporates a new and flexible approach to campaign straplines: Help Keep It Tidy, Let’s Keep It Tidy, Keep Wigan Tidy etc. As they say, its more than just a logo!