Charity’s arrow marque gets punters in a quiver

As the FutureBrand-designed identity for Cancer Research UK rolls out across the nation, it’s directional arrow logo ended up getting some Design Week hacks a little lost in Hampshire over the weekend.

In Eastleigh, the temporary-looking, pieced-together shop-front signage on the High Street did a good job of directing the customer toward its neighbour, Scope. Very charitable.

And in the cathedral city of Winchester, the hanging/ bracketed sign on the edge of the shop front led the potential shopper around the corner into the next street.

A case of research moving in the right direction and customers moving in the opposite direction?