What’s in a Name?

May 15, 2023

The more mature, or should I say wiser, among us might remember the global conglomerate and British giant ICI whose fortunes were rebuilt by Sir John Harvey Jones prior to it’s takeover by rival Akzo Nobel. Whatever, as the younger, or should I say less wise, might say.  Well there is a point actually.

It was said that ICI paid a million Sterling to rebrand the logo and the wise will remember that was a circle with a couple of swiggles. Saatchi and Saatchi spent the money well. The new logo looked identical aside from an extra swiggle and a subtle change of colour. Buona fortuna Saatchi, the Italians among us will say.

I was prompted by this nonsense when we chose to review our own 20-year old logo. Tracey would have wanted the million Pounds: Sweet dreams Tracey! Nonetheless the similarity with ICI cannot be entirely denied.

We have a new logo and it’s much the same as the last one.

Old logo

New Logo

Animated Logo

Vincent van Walt

Haslemere 15th May 2023

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