Axiom Design Partners :: Branding :: Advertising :: Environmental Signage :: Visual Communications

I’ve never been a fan of heavy metal “music” - but a do like those that appreciate the value and impact a strong brand can deliver.

In that respect - I am now a bona fide, head-banging Metallica fan.

Ever wondered why so many fast food companies brand themselves in red and yellow, or why freeway signs are green with white text, or why so many accountants choose blue for their logo?

A recurring misunderstanding of many businesses that Axiom talk to - is Branding.

“We need a new brand for our company.”

“We are looking at re-branding.”

“Can you help us with our brand.”

It cost £14,000 to create, but clearly no-one at the smart London design outfit that came up with the new logo for HM Treasury thought to turn it on its side.

The logo, for the Office of Government Commerce, was intended to signify a bold commitment to the body’s aim of “improving value for money by driving up standards and capability in procurement”.

Instead, it has generated howls of mirth and what is likely to be a barrage of teasing emails from mandarins in other departments.

Trend-watching, until recently, has largely been an exercise in watching connections form between direct associations. Photoshop releases a new filter, and voila-an entire raft of logos take on that effect.

A particular illustration style is featured in a successful advertising campaign or movie, and in what seems like minutes, the flavor of that art starts to enhance corporate identities.

Periodically, something truly surprising and unexpected pops up.