UK book retailer Waterstones has been at the centre of a very interesting branding debate in recent weeks. The British media made claims that 3 Waterstones outlets had ditched their name and visual identity and were ‘masquerading’ as small, independent booksellers on high streets in affluent tourist towns where such an image would certainly benefit them. The bookshops were given local names – Southwold Books, The Rye Bookshop and Harpenden Books – they have simple, tasteful exterior signage and there is almost no indication inside that they are owned by [...]

When they hear the word brand, most people immediately think of a logo. Whilst a logo has a part to play, there are many other elements which should be addressed during the creation, growth and maintenance of your brand. When all of the component parts have been brought together, the logo – or brand mark – becomes little more than the tip of the identity iceberg. Here is a fine example of an organisation living its brand. The London Symphony Orchestra LSO’s have thoroughly explored their new visual identity, what [...]