In response to Quentin Newark’s Defensive Shield article (DW 29 August), as a past director of Hibernian Football Club I was heavily involved in the creation of Hibs’ ‘new’ badge (pictured) and I take issue with some points raised in the piece. Football clubs have members, whom they have a responsibility to look after. Can anyone think of an example of a commercial organisation that generates and nurtures more passionate, lifelong ‘brand loyalty’ than a football club? While Newark recognises the loyalty football clubs command in the opening line of the editorial, the article concludes with the comparison of club badges with brand imagery such as the Nike swoosh, and the comment on the former’s lack of ‘power’ when compared to the latter is, I feel, unjustified. Both may undoubtedly achieve recognition on a worldwide scale, but a football club’s badge will always be inherently more ‘powerful’ than the Nike swoosh. Clubs have badges not simply ‘logos’ and these badges do not exist solely to sell products. Club members care first and foremost about belonging, loyalty, heritage and their club’s success, not about organisational structure, marketing merchandise and certainly not ‘commercial logos’. Badges represent the club’s longevity, tradition and history. The heart and soul of any club is its fan base and, for supporters, allegiance to the club and its heritage runs deeper than admiration of its commercial enterprise. At Hibs we consulted the real fans at every step of the redesign and these fans chose an heraldic badge with a detailed, rational justification. Indeed, a fan was responsible for the original idea. Perhaps those of us in the ‘branding’ business should listen more to real customers and not force our often dubious creativity on an increasingly sceptical public. We could learn a lot from football about what really matters in life, and it’s not just about money. Erick Davidson Chief executive Tayburn Edinburgh EH9 1PJ
Organised by file sharing service Loop.gl, London Loop will see work by designers and other creatives displayed in public spaces all over the city.
Bad News is a new research project from the University of Cambridge and Dutch media company Drog, which aims to help the public spot misinformation on their social media feeds
Discussed at this year’s Design Indaba, Netherlands-based design graduate Tomo Kihara has created a product that aims to spark conversation between homeless people and passers-by.
Curated by Sea Design, the exhibition focuses on the geometric identity created by consultancy Roundel, which was used on British Rail’s freight trains in the 1980s and 1990s.