Interior design trends at Clerkenwell Design Week 2018

We like to get out of the studio now and then so sallied forth to see what we could see.

We are primarily interested in hospitality design so it was interesting to see ideas which have a possible application here. Organisations have always wanted to make the best use of the square footage devoted to staff catering. The restaurant or café has always been the first thought when an informal meeting has to be organised without the hassle of booking a room. It has also been a great place to take a laptop for a change of scene or when the hot desks boil over.

It was fascinating therefore to find various developments of the booth seating concept explored to their limits and in various forms and levels of privacy.


The Office Blueprint – Framery meeting pod offers complete privacy for one or two occupants.


The Meeting Pod Company cater for up to eight in modules of this pod.


Aglita offer modern booth seating and an adjustable worktop solution. Colours follow the trend for bringing a domestic palette into the workplace.


Cube Spaces have a bright and simple solution.

Acoustic solutions

Many manufacturers are using materials with advanced acoustic properties to combat workplace noise, as seen above. These acoustic solutions highlight how design is developing to solve problems both in style and practical terms.

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Small Boy’s Sausage & Bean Bolognese, 14p — Cooking on a Bootstrap

I try my best to follow a vegan diet, but I have never gone so far as to force that on my only child, who at eight years old is a rather headstrong young man, one I would no more force to an abbatoir than he could make me eat a cheap gristly sausage. He…

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Monochrome Madness 208 — LEANNE COLE – The Photographer’s Mentor

The post Monochrome Madness 208 appeared first on LEANNE COLE – The Photographer’s Mentor.

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Bosco Verticale

Photographer: Chris Barbalis

Photographer: Chris Barbalis

We were chilling with a glass of wine on a Friday night watching Gardener’s World when an article on the vertical forest Bosco Verticale in Milan came up. We hadn’t heard of it before but were blown away by the concept. Designed by Stefan Oboeri Architects this is a fantastic example of urban biodiversity – it hosts 800 trees, 4,500 shrubs & 15,000 plants, absorbs CO2 and dust particles and produces oxygen. The wet weight and consistency of the soil in the balcony planters has been carefully calculated and the trees in particular have been chosen through a three year research project for their shallow but stable roots and ability to withstand any extremes of wind and weather conditions.

While the two residential towers of 80 and 112 metres high have only been completed for just over three years, the idea is catching on, with the Tower of Cedars completed in Lausanne, Switzerland and vertical forest tower projects being built in Najing, Paris, and Utrecht. The first social housing development to adopt the idea, the Trudo Vertical Forest in Eindhoven is in the planning stages and a whole forest city has been conceived for Liuzhou in China.

If you are thinking what a wonderful idea, but a world away from anything you will experience, we were on the same page. Then we found out you can stay in an apartment in the original vertical forest in Milan through Boscoverticalesuite on Airbnb – it’s going on our bucket list.

Photographer: Chris Barbalis

Photographer: Chris Barbalis

Photographer: Ricardo Gomez-Angel

Photographer: Ricardo Gomez-Angel

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Corporate versus brand identity

Some time ago I took a stroll down Guildford High Street and photographed a cross section of the logos on the shop fronts. Because Guildford High Street has some of the highest rents in the UK most of the shops are let to upmarket brands. Here are a few examples of the logos I saw:


Why did I do this?

I wanted to analyse what links and differentiates these logos. What can we learn from this?

Additionally I wanted to explore what a corporate identity and a brand identity are. How they are defined—if this is possible.

So what links the logos illustrated? They are all relatively simple images. They are all primarily or entirely typographic. The use of strong, flat colours is almost universal. Tones and complex images are rare or absent. Reds, yellows, greens, blacks and blues are prevalent.

What differentiates these logos? Although they are almost entirely typographic, they all employ very different typefaces. The combination of design and colour makes them (mostly) very distinctive. Arguably the most different of this set is the Pizza Express logo which employs an Art Nouveau motif and typeface. Peter Boizot teamed up with Italian restaurant designer and cartoonist Enzo Apicella in the 1960s to design the PizzaExpress identity, so it is probably the oldest logo here.

Corporate v brand identity

The Oxford Dictionary defines corporate as “Relating to a large company or group. ‘airlines are very keen on their corporate identity’”

Whereas brand is “A type of product manufactured by a particular company under a particular name. ‘a new brand of soap powder’”

So strictly a brand aways belongs to a company or corporation. But it is more complicated than this. One view is:

Brand Identity

Brand identity refers to the perception of a particular product, service or idea a company or individual business owner provides. In creating a brand identity, the goal is to distinguish your product, service or idea from similar products, services and ideas from other businesses while communicating the ethos of the product.

Corporate Identity

Corporate identity is similar to brand identity. However, corporate identity refers to the perception of the entire company, not just one idea, product or service the company provides. This extends from the logo design to how the telephones are answered. One business may have many different brand identities wrapped up in its overall corporate identity.

Although often, the two terms—brand and corporate identity—are used interchangeably, they are two different concepts.

While branding relates to the emotional relationship between customer and a business, the corporate identity is all about the look and feel of the business. The latter helps a customer to distinguish his favourite brand from the crowd of other businesses.

The brand name evokes an emotion of trust and reliability, whereas the identity speaks of the product’s individual quality, its ethics and its focus. These two concepts are however interrelated; when the product is able to establish its unique identity, it is recognised as a brand.

When we think of the identity of a company the first thing that crosses our mind is the custom logo design. The logo is the unique icon that represents the company in the market, helps convey its business message to the customers and ultimately helps sell the product and services to them.

A custom logo can take your business far and accordingly you should be prepared to invest time and money in it.

What’s in a Brand?

Both corporate and brand identity consist of the same basic parts. A major part is made up of logos, colour palette and other images. This is a powerful part of branding, because much of the information people gain and remember is visual information. Another section of branding is slogans. Because various factors influence consumer perception, branding also involves items such as pricing, the quality of what the company produces or does, customer service and data availability.


A major difference between corporate identity and brand identity is in the way they’re developed. Companies may assign different marketing agents to each idea, service or product they want to promote. These agents can work independently of one another. To develop a corporate identity, however, at least one chief executive officer or other member of upper management must oversee the development of all brands. It’s the job of this upper management member or CEO to ensure that the marketing agents develop the brands according to the philosophies, vision and goals of the business.

Importantly, consumers need not be familiar with all brands a company offers before they associate a corporate identity with the business. In fact, certain consumers develop their concept of a corporate identity based on their experience with just one or two of the company’s ideas, products or services. For this reason, businesses that want to develop corporate identities pay close attention to every brand they initiate.

Sources: bizfluent Mash Bonigla Wikipedia.

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The New Mini Logo Design Unveiled by BMW — Design Blog | The Logo Smith | Freelance Logo & Brand Identity Designer – The Logo Smith

Our favourite little car gets a new Logo Design, courtesy of BMW: BMW: Current interpretation of the brand emblem combines stylistic elements from the early phase of the classic Mini with a future-oriented appearance that focuses on the essentials. [This] latest chapter in the varied history of the MINI logo will be visible on all…

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Ultimate Moussaka, 31p [VG/V/DF/GF*] — COOKING ON A BOOTSTRAP

As the granddaughter of a Cypriot immigrant, I know my claim to have made the ‘ultimate’ moussaka is indeed a bold one. My grandfather would laugh in my face at the very notion of this vegan offering being considered anything close to the original, but, being a former chef himself (he once had a restaurant […]

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