A success and a shame

A success:
The Co-op reverting to the former Co-op name and mark is a bold recognition
of a former mistaken strategy. A strategy which had set out to impose the full 'Cooperative' name on the British public with such  illiterate phrases as:"The Cooperative Food', and with the consequently small typography that made its signs hard to read and needlessly inconspicuous. It almost disappeared.

The new graphics are heartening and brilliant. They look fresh and beautiful and I congratulate all the people involved in this endeavour in succeeding to make the Co-op look confident, cheerful and happy again.

A shame:
It's also inspiring to see the British Steel Company being resuscitated.
But in this case the design of it's widely publicised new mark is controversial. Many will feel that there was no need to replace the iconic and enduring design by the great designer David Gentleman, and others will feel that this renewal was an appropriate time to look again and create something new.

Both are valid points of view and it was up to the management to make the decision. And that's what they've done. But sadly, at least from my perspective, what's been produced is unworthy of the importance of this rebirth. There have been many comments and no doubt some will say that this in itself is evidence of some success - at least its been noticed. But I cannot agree with the various well meant comments on how what's unquestionably a poor design is somehow the fault of difficulties in collaboration between the client and their designers. 

It's always easy for designers to blame their clients for poor work or to find some other arcane excuses. But when I read the far-fetched and absurd explanations about how the orange colour is inspired by the orange of molten steel, that the initials B and S are subtly represented and that steel bars have been symbolised, that accompanied the launch of the mark, I knew immediately that even the need to explain it, especially in such a nonsensical way, was an indication of something wrong. There was never any need for David Gentleman or those responsible in British Steel in those days to make such far-fetched explanations for his simple, elegant and beautifully drawn initials.

We're all capable of mistakes and I've made many, but this obscure, ill-conceived and poorly crafted mark is a most unfortunate way to re-launch a significant and pivotal British industrial icon. It's sad too for its workforce.

It's an embarrassment to any discerning graphic designer and in my opinion, unlike the Co-op, it's a lost opportunity for a great name in the commercial life of our nation to show our creative leadership to the world. I'll be very surprised if any designer of calibre will find any way of expressing praise. We shall see.