Phone call test lets down Go identity

I read with interest the News Analysis about Wolff Olins “Go” identity in which I am quoted (DW6 February).

It’s possible we may have missed some of the wit for which Wolff Olins is well known. Your article focuses on the visual rather than the verbal identity which, as Mancassola points out, opens up possibilities both positive and negative.

Personally, I’ve always found it useful to test verbal identities with the phone call test – “Hello, British Airways”, “Hello EasiJet” and so on. Testing this new verbal identity in the same way is, I’m sure, no reflection on the design.

Ian Wood

Director of consultancy

Landor Associates

London EC1