Unknown BTA pitcher reveals its identity

In response to Trevor Chambers’ letter (DW 29 August), I am writing to tell you about the “unknown design consultancy” and our involvement in the Brand for Britain pitch for the British Tourist Authority.

This is a high-profile project, surrounded by controversy. For this reason, we at Kokoro were asked by the BTA to keep a low profile throughout the pitching stages. Now the pitch is being openly discussed, however, I am happy to make our name known.

We are a design consultancy specialising in corporate and brand identity development. We have worked with the BTA on a number of other projects, including two annual reports and, most recently, a major piece of corporate literature.

This was certainly the most testing brief we have ever received from the BTA. We were asked to take part in an unpaid pitch against four other agencies and to develop the ideas at a second stage, with only one other agency being involved: Real Time.

The logos you published with Chambers’ letter included two of our first-stage concepts, in which we had created, with the help of Bruno Magg, a unique typeface for Britain that could be used to bring a greater consistency throughout the brand architecture process. This stability would have lent itself to more creativity and freedom in an associated symbol, as you can see with the leaf and bell-boy character.

The second-stage brief was tighter with clear instructions that the solution needed to be evolutionary rather than revolutionary.

I shall be intrigued to see the chosen concept.

Ian Draisey

Creative director

Kokoro Design Consultants


Berkshire RG14 1JG

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