Design agency Hemisphere has taken the step of releasing a statement to How-Do in an effort to explain the in-depth thought and creative processes that were employed in the crafting of its (seemingly controversial) new brand for Oldham.
Postings on the How-Do comment board have called into question the agency’s inspiration for the brand, with several individuals suggesting that the marque bears an uncanny resemblance to Transport for London’s Oyster Card branding and the Congestion Charge symbol.
In a move to rebuke these claims, and give How-Do readers a chance to look under the surface of the ‘O’ identity, Sue Vanden from Hemisphere released the following statement.
We have printed it here in full.
What do you think?
Sue Vanden:
“The Oldham brand strategy was developed after a wide-ranging process of research and consultation and one of the most important issues it highlighted was the perceived fractured nature of the local community.
One of the key objectives of the resulting visual identity brief was therefore to help create a sense of unity for the town, as well as communicating its distinctive mix of urban and rural landscapes.
The identity scheme consists of a signature colour, a specific font, a graphic ‘badge’ and a tone of voice that is based around phrases that use the word ‘one’.
Totally different?
The graphic badge – or logo - incorporates an O for some fundamental reasons – the circle is a symbol of unity, O is the first letter of the name of the town, and the same white O is also used as a consistent device in all the various text lines that are used to communicate to different audiences.
The styling of the graphic badge is also a subtle reference to Oldham’s historic symbol, an owl, with the proportions of the circle akin to an owl’s eye and the 3 dimensional element showing the reflection of landscape.
Oldham’s new identity is not just a logo in isolation, but rather a holistic scheme that has a resonance with the heritage of the area whilst also articulating the need for it to present itself and act as one place.
Or too similar?
Like Oldham, it is down to earth and practical, strong but not flamboyant and it meets head-on a very specific and detailed brief.
Hemisphere was appointed to create the new brand identity for Oldham based on our track record of producing successful branding schemes for Salford and Bolton.
Place brands by definition should not be judged on the basis of a visual alone but on the cultural and perceptual change they create in the place themselves over a period of time.
As Salford and Bolton have shown, if you can be consistent about what you do, what you say and how you represent yourself, then you can make a significant difference to your reputation.”
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