From bold to bland

Yes, the original Eddie Stobart logo is amazingly strong, but it is far from adequate in today’s competitive market (Letters, DW 17 November).

Companies are rapidly realising the value of consistency across their branding. Unfortunately, in their quest for consistency, they risk losing sight of their original personality and end up tying themselves in knots with bland, corporate guidelines.

Stobart has moved from bold eye-catching fairground style type, akin to a convoy of circus trucks, to a depersonalised, haulage giant – which is probably exactly what the company wanted. Let’s hope its guidelines offer up opportunities for some more personality to be introduced in the future.

Andrew Ward, Creative director, OTM, London WC2H