We were faced with a simple choice. We could have spent a huge amount of time and public money creating a new identity. Or we could just use the Connexions brand, confirmed by independent researchers as "strongly embedded in the minds of young people".
It was a no-brainer. Because like it or not, the Connexions brand is well recognised and is ready to go. It may not be universally liked, but then what brand is? It provided us with a platform to build on and a way of avoiding the expense of creating a new identity.
And let's not underestimate how much it costs to create not just a logo but a brand identity. To do it properly requires a significant investment of time and money. And even then it isn't always guaranteed to work.
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