A new identity is such a wonderful opportunity to iron out all inconsistencies in style.
Especially for the Department of the Environment, which told DW that it was very keen to standardise its many sub-identities and “fly under one corporate flag” (DW 15 November).
But it really should practice what it preaches. One of the first letters to bear Hieroglyphics’ new logo contains inconsistencies in style, glaring to the practised eye.
Its address is Room N18/10, the R is proudly bold and enlarged, as is the N. The M of Marsham Street, however, is sadly neglected, unlike the S of Street, which corresponds to the R of Room. The DoE’s phone number is also varied – the D of Direct is emphasised, but not the L of Line.
There’s also an apostrophe in the wrong place in the letter’s content, but perhaps that’s petty.