If at first you don’t succeed, never mind

Good to see Wolff Olins, the chaps who are so keen on branding Britain, displaying so much of the bulldog temperament these days.

I see that they are now working on a total revamp of identity, interiors and signage for the Odeon Cinema chain (DW 8 August).

I also read that they were thought to have had a shot at doing the same thing for the UCI Cinema group but were pipped at the post by The Identica Partnership.

Super display of the old stiff upper lip approach to pitching, boys. If your first pitch doesn’t succeed, just flog the rejects to the next client waiting down the line. It’s the sort of lateral thinking that makes you proud to be British.

Tom Gifford

London N8