A branding exercise that isn’t even head-turning

The new Abbey logo (News, DW 2 October) is an insult to designers.

The new Abbey logo (News, DW 2 October) is an insult to designers.

Up and down the land people will have choked on their cornflakes at yet another ridiculous rebranding exercise. We all know good design is essential to any business, at best it can add value and promote growth.

All that this hideous, high profile example does is encourage the general public to perceive design as a spectacular waste of money.

Designers across the country

will suffer because of this branding nonsense. Turning banking on its head? Sorry Abbey, but your logo’s bank.

I can only suggest that designers take a look at the website www.whatbrandareyou.com for a lighter view on rebranding.

Why? Because design’s complicated enough.

Ben Terrett

Creative director

The Design Conspiracy

London WC2

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