Ministry of Sound brand dances ahead of its rivals

With regard to the feature Extending the Dancefloor (DW 13 June) and the general brouhaha surrounding the new identity of Ministry of Sound, I was disappointed to not see a mention of the original identity (pictured) created by Third Planet, which has only just been refreshed by AMP.

In a piece about the importance of brand impact, brand identity and the ability to be applied across platforms there was no mention of the concept behind the identity that set the benchmark for others.

The original identity has to date provided MOS with the ‘instantly recognisable cross platform marque’ that has been coveted by many pretenders to the ‘crown’.

Marc Woodhouse

Creative director

Third Planet

marc@thirdplanet.co.uk