Here we go again with the old argument that rebranding costs too much dosh.
Czech Airlines’ decision not to go the whole hog with its identity revamp, has a familiar ring to it (see Voxpop below).
Isn’t it time someone – possibly the Design Business Association and its friends in client organisations – told businesses that it need not cost extra to review their branding? It can cost the business dearly if it doesn’t.
Also, once it has committed to a new image, it makes no sense for a company to limit the roll-out. It’s going to need new stationery, signs and the like, through general usage and wear and tear anyway. So where’s the extra cost in that?
Paul Whitehead, Independent consultant, London EC2