FutureBrand needs a dose of GSK medicine

Oops! Briefed to the hilt not to utter the words GSK without preceding them with the company’s former name GlaxoSmithKline, a spokeswoman for FutureBrand, which designed the new identity, has already committed the cardinal sin.

She invited Design Week to a GSK briefing, leaving our usually knowledgeable hack a touch confused as to the identity of the company. If the design spokespeople can’t get it right, what chance do the poor clients have in promoting the new name successfully?