Diversity can present a unified identity

I’m delighted that Chris Ludlow enjoys the atmosphere and character of our 21 restaurants and bars in London (Letters, DW 3 September).

He may not have noticed that every one is a different design with different menus and graphics, but he recognises there is an identity and attitude that knits them into a recognisable collection of Conran restaurants.

This demonstrates that you can repeat diversity successfully and achieve recognition.

That is exactly what British Airways was trying to do. I believe this is a sensitive approach to corporate design which rejects the repetition of golden global arches thrust down the throats of the gullible.

We all know there is a growing distaste for global brands and, therefore, I believe far more can be achieved by a less aggressive approach to building a brand than mere repetition.

Terence Conran

London SE1

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