The Value of Values  We’ve had some very interesting discussions
already about the visible issues of symbolism and we’ve also
opened the lid on the topic of typography. Before making a
decision to employ a symbol, or a type style, as brand designers
we first have to establish a clear picture of the heart and
soul* of what we are trying to communicate.  This part of the
process in a more traditional approach, would be done through
consultation with business leaders, community groups and
government departments, something our guerilla, self-appointed
blog is creatively replicating. I should point out, the catalyst
for this project and our objection to the current identity
firstly relates to it’s poor design. If we were to redesign to
the old brief/brand values, I’m confident we could move a long
way forward, but to make full use of this opportunity, we need
to throw open the discussion to cover the underlying strategic
intention behind the brand.  For the uninitiated, brand values
are much like their human equiv