Elmwood icing on Hotcakes

Live events company CJ Spencer Associates is being rebranded as Hotcakes, with an identity by branding consultancy Elmwood.

The consultancy is applying the new identity to a launch campaign, stationery, its website – www.hotcakes.co.uk – and a CD-ROM direct mail pack containing an animated flick book, packed in a heat sensitive box.

Hotcakes’ name was inspired by the connotations of “selling like hotcakes” and the ability of the company’s show to provoke a powerful emotional response, according to Elmwood designer Linsey Hales.

“The identity features an illustration of coloured pixels used in the brand logotype and an image of a human figure to communicate a sense of energy, creativity and dynamism,” she says.

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