Shuttleworth's New Logo

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7 years 9 months

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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.

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Profile picture for user Moggy C

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20 years

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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

[ATTACH=CONFIG]232796[/ATTACH]

New logo

[ATTACH=CONFIG]232797[/ATTACH]

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Member for

8 years 6 months

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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.

Profile picture for user avion ancien

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

Profile picture for user darrenharbar

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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.

Profile picture for user JDK

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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,

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Profile picture for user darrenharbar

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

Profile picture for user Moggy C

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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

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Or designed by the same people ?

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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. :)

Profile picture for user Oxcart

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12 years 2 months

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I just hope it works for them. That place deserves to be more popular.

Profile picture for user Moggy C

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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

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

Moggy

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So you are saying the same agency produced both?

I didn't know that.

Moggy

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

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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).

Profile picture for user JDK

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16 years 4 months

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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,

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

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20 years

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Not closed, but moved elsewhere, off-site.

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7 years 8 months

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This thread set me thinking. I am ashamed to say I haven't been to Old Warden for over 40 years. An item to note for next summer. Interestingly, that means that many of the aircraft are now twice as old as when I was last there.
I prefer the new logo. Fashions change and the new logo has a less focussed nature more in keeping with the times.