Heart of the matter

Is it me, or is everyone overdosing on love hearts? There appears to be a recent flurry of identities bearing the heart symbol, such as Walls, BBC Choice and now itv.

A strange decision, I feel, though I think Walls has got it right. The others strike me as being a cop-out. There must be alternatives to what is a very tired symbol of affection and desire.

Execution is not in question here (though the mismatch of itv’s ident with its treatments doesn’t gel with me), but more importantly the ideas.

Jon Lucas

Creative director

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