Newell and Sorrell Amsterdam’s pebble identity for information technology company Origin has been dropped in favour of a bolder marque.
The family of pebbles was created for the company born out of the merger of BSO/Origin and Philips C&P last summer, and has been shortlisted for this year’s Design Week Awards.
However, after a management shake-up, new chief executive officer Jeffrey Caroll called for the stones to be thrown out.
Newell and Sorrell Amsterdam is currently working on the changes, making the Origin name bigger and scrapping the present strapline Human Energy into Information Technology.
“We have been very understanding about the whole situation and have charged accordingly. We were honoured to be asked back,” says the Amsterdam office creative director Marksteen Adamson.
The new look will appear in the reworked guidelines for stationery, to be published next month. Origin corporate identity manager Frank van der Dennen, would not reveal the cost of the changes.