Recognising the problems with the BA identity

I eat in Terence Conran’s restaurants (sometimes) and like their style. How well he understands how to give atmosphere and character. From his letter (DW 6 August), how little he understands basic principles of perception and recognition.

David Bernstein hit it on the button: British Airways’ innovative identity could never work as such. Why? Because repetition reinforces recognition. You can’t repeat diversity. No amount of innovation can compensate for wrong thinking.

Chris Ludlow

Henrion, Ludlow & Schmidt

London SW1