Net gains for fish logo creators

That Fish is scaling global heights. After swimming to the surface as Addison’s logo, designed by Michael Wolff in the late Eighties, in September it was plunged by Wolff Olins into the somewhat polluted British Gas pond, where it has been floundering eve

That Fish is scaling global heights.

After swimming to the surface as Addison’s logo, designed by Michael Wolff in the late Eighties, in September it was plunged by Wolff Olins into the somewhat polluted British Gas pond, where it has been floundering ever since in a sea of accusations about plagiarism.

Has it now been snapped up by New Zealand broadcast licensing firm NZ On Air? The tail and fins are in exactly the same position as the gaseous fish, but it is portlier. Its mouth is now open – perhaps it’s bored after all this carping.

Wolff Olins’ Jonathan Knowles, at least, must be bubbling over with satisfaction at the new breeding ground. He said that in using the fish his consultancy was “trying to express the world as a customer proposition”.

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