Word spreads of an eight-strong team readying itself for business

A group of eight writers and language specialists aims to raise the profile of creative writing and tone of voice in business, with the formation of not-for-profit association 26.

The collective, which launches officially on 25 September at the London Design Festival, aims to advise businesses and media on use of language. It intends to publish books, websites and articles on the subject and organise exhibitions, talks and seminars.

Founder members include former Interbrand head of verbal identity, now writing consultant, John Simmons; writers Jim Davies, Tim Rich, Tom Lynham, Martin Hennessey and Simon Caulkin; language development manager Ben Afia and writer and former Orange brand manager for verbal identity Margaret Oscar.

‘Writing and tone of voice is becoming increasingly important, particularly in the design industry, as words and images work together more closely,’ says Simmons. The group is currently looking for sponsorship.

The identity was designed by the group, with naming by Rich, selected because it represents the 26 letters of the alphabet, ‘the DNA of language’, says Simmons.