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  • Sideslip
    Rank 5 Registered User
    • Apr 2012
    • 641

    Shuttleworth's New Logo

    I see that the Shuttleworth Collection has recently changed its logo to a winged engine with the word Shuttleworth in bold letters beneath. As someone who hasn't got a business mind and don't really understand such things, could someone please explain the benefits of this move.
    Work! You don't know what work is. When I was a boy...
  • Moggy C
    Moderator
    • Jan 2000
    • 20534

    #2
    It's something communications people do from time to time. Gives them a lot of fun and plenty of important meetings to attend.

    Generally speaking it's not a bad idea for a commercial organisation to update its logo every ten years or so, with the emphasis on 'update' (As in Shell) rather than radical revision (as in the Post Office's disastrous rebranding about twenty years ago - or was that the Royal Mail?)

    The relevance for an historic collection is harder to spot. I would have thought it wasn't a brand that relied on being seen as up to date.

    That said, the new design is inoffensive and unlikely to do any great harm.

    Moggy

    Old logo

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    New logo

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    Last edited by Moggy C; 29th October 2014, 08:29.
    "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

    Comment

    • trekbuster
      Rank 5 Registered User
      • Jul 2011
      • 877

      #3
      I don't have a business brain to explain the advantages of adjusting branding but in my opinion the change is successful, the old logo of the head on shot of the Triplane was too busy for easy reproduction, the typeface was hard to read. The new one has an Art Deco feel which is appropriate for a large percentage of the collection and is far easier to reproduce.
      However, having made the decision to replace it, they really should go through the website and change all of the old versions, it looks poor in that respect at the moment.

      Comment

      • avion ancien
        Long ago and far away ...
        • Aug 2007
        • 5336

        #4
        'Shuttleworth, the Collection'. Sounds like they are pitching at London fashion week. The Beckhams had better watch out!

        Comment

        • darrenharbar
          It's a tough job at times
          • Jan 2000
          • 881

          #5
          I designed the 'old' logo and it did its job for what was needed at the time, although I do agree it was possibly to complicated. The new logo is very practical, as it combines the engine shape with a flower shape, and thus ties the Swiss Garden into The Collection. Shuttleworth is more than just aircraft, especially after all the work that has taken place in the Swiss Garden, so an agency came up with a rather stylish solution, which I personally feel works very well.
          Darren

          www.darrenharbar.co.uk

          Follow Darren Harbar Photography - Aviation page on facebook and @darrenharbar on Twitter

          Comment

          • JDK
            JDK
            Mr Tweed
            • Sep 2003
            • 8445

            #6
            I liked the old logo. (So far so normal) didn't know it was yours though Darren.

            The new one reminds me of something...

            Regards,
            Attached Files
            James K

            Looking and thinking...
            Vintage Aero Writer: Blog & Details

            Comment

            • darrenharbar
              It's a tough job at times
              • Jan 2000
              • 881

              #7
              That's really interesting James - spooky in fact! :-)
              Darren

              www.darrenharbar.co.uk

              Follow Darren Harbar Photography - Aviation page on facebook and @darrenharbar on Twitter

              Comment

              • Moggy C
                Moderator
                • Jan 2000
                • 20534

                #8
                Not paranormal.

                Two possible explanations

                1) Designers are always aware of design and see stuff that they like. It sinks into their subconscious, and emerges again when a brief arrives that it meets. They genuinely don't remember they have seen it before, and reproduce it thinking it is their own subconscious 'design brain' that has created it, not memory.

                2) Then again, it could just be plagiarism

                Moggy
                "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

                Comment

                • ~Alan~
                  Rank 5 Registered User
                  • Mar 2010
                  • 5021

                  #9
                  Or designed by the same people ?
                  Engine Failure:.... A condition which occurs when all fuel tanks mysteriously become filled with air.

                  Comment

                  • Mike J
                    Senior Member
                    • Jan 2000
                    • 3241

                    #10
                    As Moggy says, the new logo is "inoffensive and unlikely to do any great harm."

                    I did wonder whether I'd wandered into a garden centre by mistake when I first saw it emblazoned on the side of the visitor centre, though.

                    Comment

                    • Oxcart
                      Rank 5 Registered User
                      • Nov 2007
                      • 2100

                      #11
                      I just hope it works for them. That place deserves to be more popular.
                      Give a man a fish and eat for a day. Give a man a fishing rod and he'll eat for a lifetime. Give a man religion and he'll die praying for a fish!

                      Comment

                      • Moggy C
                        Moderator
                        • Jan 2000
                        • 20534

                        #12
                        Originally posted by ~Alan~ View Post
                        Or designed by the same people ?
                        Almost certainly not. Professional pride and basic ethics wouldn't allow them to produce something so imitative of another client's property.

                        Moggy
                        "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

                        Comment

                        • Moggy C
                          Moderator
                          • Jan 2000
                          • 20534

                          #13
                          Erm... This has what to do with #12? You've lost me.

                          Moggy
                          "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

                          Comment

                          • Moggy C
                            Moderator
                            • Jan 2000
                            • 20534

                            #14
                            So you are saying the same agency produced both?

                            I didn't know that.

                            Moggy
                            "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

                            Comment

                            • trumper
                              Rank 5 Registered User
                              • Aug 2003
                              • 6741

                              #15
                              The new one to me means nothing without the word Shuttleworth under it,the words "The Collection" could mean a clothes shop.

                              Comment

                              • ErrolC
                                Rank 5 Registered User
                                • Dec 2011
                                • 765

                                #16
                                Originally posted by JDK View Post
                                I liked the old logo. (So far so normal) didn't know it was yours though Darren.

                                The new one reminds me of something...
                                The general scheme of 3/4 horizontal lines with a contrasting element in the middle feels quite familiar to me, I think I've seen it on Art Deco houses around the area? As well as MOTAT, obviously (given I'm a Member).

                                Comment

                                • JDK
                                  JDK
                                  Mr Tweed
                                  • Sep 2003
                                  • 8445

                                  #17
                                  Good point. Often called 'speed lines' Errol. 3 vertical lines is another one.

                                  Just a clarification, when I first saw the new Shuttleworth logo, I didn't think of the MOTAT one, until this thread popped up, when, for no evident reason, I remembered it.

                                  So had someone asked me was it 'unique enough', I'd have said 'yes' at first. Coincidence and memory are funny things.

                                  Regards,
                                  James K

                                  Looking and thinking...
                                  Vintage Aero Writer: Blog & Details

                                  Comment

                                  • Creaking Door
                                    Rank 5 Registered User
                                    • Sep 2006
                                    • 9873

                                    #18
                                    The new logo would work for the 'birds of prey centre' too.....but I think that has closed permanently?
                                    WA$.

                                    Comment

                                    • Mike J
                                      Senior Member
                                      • Jan 2000
                                      • 3241

                                      #19
                                      Not closed, but moved elsewhere, off-site.

                                      Comment

                                      • Moggy C
                                        Moderator
                                        • Jan 2000
                                        • 20534

                                        #20
                                        Do they have any Merlins?

                                        Moggy
                                        "What you must remember" Flip said "is that nine-tenths of Cattermole's charm lies beneath the surface." Many agreed.

                                        Comment

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