Vox Pop

Research by Enterprise IG has shown the UK to be second only to the US in the volume of naming and identity projects (DW 21 July). It’s great news for designers, but is it desirable for consumers and investors possibly confused by the level of change among previously household names? How can design be best used to help them?

‘The best design builds on existing values. Designers are surely skilled in avoiding confusion by developing brands rather than changing them beyond recognition. It feels like a lot of the rebranding is generated by amalgamations in the design world alone, let alone outside.’

AMANDA MERRON, SENIOR PARTNER, WILLOTT KINGSTON SMITH

‘I am not at all surprised by the findings. Business and brands have been merging, consolidating, polarising, breaking away and so on for quite some time. Never mind all the emerging brands from the dotcom crowd which seem to use design in a frivolous surface manner. Designers have an obligation to their clients to act in their best interests, to question and challenge. My main concern is with babies and bathwater everywhere.’

PAUL KING, CHAIRMAN, M and K DESIGN & MARKETING

‘Desirable? It is inevitable. Life does change – ask the Queen Mum. And so do household names – ask my wife. Bad design can simply add to the confusion, but at its best it should aim to clarify, communicate, assure, enthuse and beautify.’

MARTIN RICHARDS, MARKETING SERVICES MANAGER, SUPERDRUG

‘Today’s consumers live in a world where rapid and constant change is now the “norm”, therefore, it is not a question of how much change, but rather ensuring that these changes are handled intelligently and articulately. Design must be used as a tool to facilitate accurate and engaging communication, as opposed to creating superficial camouflage.’

PETER KNAPP, EXECUTIVE CREATIVE DIRECTOR, LANDOR ASSOCIATES

‘Merger and acquisition activity, start-ups, the Internet and ongoing corporate renewal are responsible for this bonanza. Yes, it’s tough for everyone to keep pace, but we had all better get used to it since the rate of change is still continuing to increase. We have to thoroughly understand any change before picking up that mouse to design.’

IAN COCHRANE, CHAIRMAN, TICEGROUP

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