From 2008 until 2013, we at SpellBrand used to write a lot about logo design rebranding news. However, these have become outdated and so in an effort to clean up our blog, we have taken all those past news items and posted them on this page while removing the older news pages.
New Logo For London Consultancy
Originally Posted On October 17, 2011
Whitebridge Hospitality is a relatively new company. It was formed from the London hospitality division of Cushman & Wakefield, which unmerged from the parent company to form the new business. The split occurred last spring, but the new brand is only now being unveiled. So far, the break seems to be friendly, with the two businesses now sharing a non-exclusive referral contract.
As a global real estate brokerage and consultancy, Cushman & Wakefield manages and consults with hotels and other hospitality businesses throughout the UK. However, the corporation works not just in the UK but in Italy, Russia and Czech Republic. Because London is a hot market for this business right now, the London division that has left to form a separate business that will remain ties to the parent company. Whitebridge Hospitality specializes in upscale properties; they are brokering leases for London’s new Heron Tower, for example.
Because the hospitality businesses that the company manages are upscale by nature, an upscale logo design is needed as well. The new logo design, however, is more bling than luxury. It features a W turned on its corner, so that it could be seen as either a W or a B without its backbone. This icon is interesting and clever, but its fill is less so. The image is rendered in silver with a gradient suggesting a bright light shining upon it. The name of the company is written below in a deep, rich blue, with the W and B matching the shape of the image. Luckily, there is no gradient in the rest of the logo design.
The company is positioning itself as a way to make ‘ambitious dreams a reality’ for its upscale clients. However, the reflective light on the image is just a little too much. Gradients and three dimensional light can work for certain brands, but in this case they combine to create an urban, hip-hop feeling that is likely not the impression that Whitebridge Hospitality wishes to create. Because the rest of the logo design is balanced and attractive, we suspect that the logo will be toned down to an even-coloured matte once the business discovers that the shine does not complement its brand.
In addition, logos with light gradients and other three dimensional aspects may look great on a screen, but they don’t render as well on stationary and signage. This can be a real challenge for a company that does much of its communication in these formats.
The hospitality industry is becoming more and more competitive, even in the field of hotel and real estate consultancy and management. While this was once considered a niche field, there are now many companies to choose from. Whitebridge Hospitality is smart to break off from their parent group, allowing the company to specialise and develop a brand that appeals specifically to their market.
If you are trying to be successful in finding success in your field, whatever that may be, professional UK logo design is essential to your goals. A logo design differentiates your brand from your competition, making it easy for customers to see that you are the clear choice.
Mets Meets Domino Pizza Logo
Originally Posted On August 12, 2008
A logo is a symbol of pride regardless of the industry you’re in. That’s why you will read so many harsh comments about logo redesigns of cities or brands. And they have the right to do so because we are all part-owners of logo designs and brands we patronize.
Coming from this perspective, I can’t really understand why professional baseball team New York Mets came up with a uniform patch patterned from a pizza company, Domino’s.
Players will be flaunting this bland pizza company logo design to commemorate the first season in their newly constructed 45,000-seat stadium home, the Citi Field. To make matters worse, it will be available in all promo items and merchandise of the team. It’s very disappointing not only from a logo designer and logo design team’s perspective but from sports fans as well. Commemorative patches carry sentimental meaning and can command high dollar value as time goes by.
And as The LoHud Yankees Blog pointed out, this is “the only team that would design a patch for their new stadium that doesn’t mention the stadium or show any images of it.” Perhaps there are some legal issues with using Citi but it’s a good observation indeed.
Even the MetsBlog was flooded with negative comments about this new logo to a point that someone mustered the guts to proclaim it’s the “worst sleeve patch in MLB history”. Well, I can’t blame them for saying those things. A little touch of creativity will surely help but I guess the people behind this patch want to stick to something similar to the Citi Field logo.
Let this be a lesson to all brand owners to put more effort and emphasis in developing their logo designs. Gathering insights from loyal followers is a good starting point. Getting help from expert logo designers is of utmost importance.
New Soho House Restaurant Opens With Fanfare
Restaurant group Soho House has a noteworthy history of success in the UK, with popular establishments such as Babington House and Pizza East gaining wide support and cult followings, so it is easy to predict that their latest venture will be successful as well. Dean Street Townhouse is rather unique in its mix of classic British culture and modern attention to detail, creating a brand that many people in the UK will believe in.
The branding of Dean Street Townhouse begins with the logo design, which creates a classic British brand with a hint of sophistication. The black and white colour scheme and the straightforward font are as simple as can be. The only image is a half circle window that is commonly seen on townhouse doors. Because the brand focuses on doing simple things well, this restaurant logo design is an excellent complement to the overall brand.
The location is another important part of the brand. As the name suggests, the restaurant and adjoining hotel is located in a historic Georgian townhouse. The decoration is deluxe but maintains old school appeal, with vintage furniture and hand-painted wallpaper. The restaurant and hotel both have the appeal of a British club, an unusual atmosphere in the middle of non-traditional Soho.
One key part of a restaurant’s brand is the food, and this is where Dean Street Townhouse truly shines. The focus is on serving classic British foods, but giving them the attention and presentation that gourmet food receives. From pheasant goujons with Oxford sauce to apple pie with custard, every course is well prepared yet distinctly British. British classics crowd the menu, offering London an opportunity to sample gourmet versions of their favourite comfort foods.
While the brand can hardly be called inspired, this lack of modern innovation is actually a purposeful core element of the brand. With many restaurants offering the latest in gourmet fare, many people long for the classic food of their childhood. It is rare to have these classics prepared with gourmet sensibilities, making Dean Street Townhouse unique even in its plainness.
The restaurant opened with a preview day, when everything on the menu was half price. This gave curious restaurant goers a chance to decide whether British food can be worth gourmet prices, without making a significant financial commitment. The overwhelming consensus among first day patrons was that the food was excellent, with every dish prepared according to the highest standards.
Will this brand have the staying power to become a traditional presence in Soho? While it seems likely, this in part depends on market conditions. With a recession rolling through the UK, many people are turning to comfort food for solace, which definitely works in the establishment’s favour. Offering this food in its best possible form is an excellent marketing point, especially when a cohesive brand and comfortably deluxe setting complete the experience. Unless the British turn against their favourites, all signs point to success at Dean Street Townhouse.