Gavin Troth

Ineos Grenadier

Just like buses

You wait ages for a Land Rover Defender replacement, then two arrive in quick succession. Back in November, I wrote about the new Defender, bemoaning the fact that, apart from a few details, it just didn’t look ‘Defender’ enough. And here’s the thing, I’d say that the Ineos Grenadier, unveiled today, probably looks too much …

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The bigger picture

The coronavirus emergency has been a masterclass on how businesses should and shouldn’t react to a crisis. In the latter category there’s Virgin Atlantic (where Richard Branson wasn’t prepared to give up even 1% of his £3 billion fortune to pay his out-of-work airline staff), J D Wetherspoon (who, after criticism of their reluctance to …

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Fewer reasons

It’s been 4 years since Morrisons unveiled their current brand identity. When a new CEO, such as David Potts, splashes out on a new logo, there’s always the suspicion that it might be a somewhat lazy way of stamping their authority on the business, in case they don’t enjoy any other tangible success. The far …

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The people’s logo

I remember, late in 2017, BMW announcing they were having the Mini (I refuse to write it in capitals, like BMW insist on) logo redrawn in a fashionable ‘flat’ style. Given how I like design that has been stripped back, shorn of unnecessary decoration, it certainly sounded interesting – albeit I couldn’t see how it …

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Land Rover Defender

On the offensive

Often, you can over-think design. Look at four automotive icons that have been relaunched this century; the Mini, FIAT 500, two versions of the Ford Mustang, and now the Land Rover Defender. The 500 and Mustangs are exactly what ‘retro’ cars should look like; the original shape ‘sharpened-up’ and reproduced using modern materials and techniques. …

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