ASHA creates ‘no-nonsense’ Rita Clifton identity

Clifton was chairman of Interbrand London until 2012, having worked at the consultancy for 15 years. She is now chairman of BrandCap, as well as holding a number of chairing and non-executive directorship roles including Bupa, Nationwide, and Populus, and writing and public speaking about branding.

‘The identity was approached from a simplistic, no-nonsense standpoint’, says ASHA.

‘Rita’s knowledge
 of branding was incorporated into her name with a copyright symbol, formed above the letter “i”.’

The branding uses only black and white in order to stand out from other branded environments, according to the consultancy.

As well as being used as a full wordmark, the logo has been designed to allow the ‘R’ of Rita to be isolated and used alone with the copyright graphic, spelling out Clifton’s initials.

ASHA says this shorthand version of the logo ‘clearly shows the value of her expertise’.

The identity is used across stationery including letterheads, compliment slips and business cards, aiming to give a ‘simple’, ‘confident’ look and feel.

The website, also designed by ASHA, is optimised across all devices and aims to emulate the idea of a news-focussed, editorial-based site.