Identity Evolution | Osborne Clarke

In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.

Here’s a look at Osborne Clarke, London-based International Law Firm.


After operating for nearly 20 years as Daphne’s Greek Café, chain has officially announced its new name Daphne’s California Greek. Purchased by Wreath Equity LLC in August 2010, the complete brand refresh includes new healthier menu options influenced by California cuisine, a contemporary restaurant design, and a focus on music, art and community.

Daphne’s California Greek has evolved its brand in order to keep it fresh and unique, just like its new dining experience and menu items. The brand, which already holds a strong position in the marketplace as the country’s largest chain of company-owned Greek-inspired fast casual restaurants, is using customer research insight to focus on what matters most to its guests including healthy menu options and the restaurant’s environment.

“We are creating a lifestyle brand that is not just focused on flavorful, healthy food, but also on bringing our community together through music, art and fun,” said Bill Trefethen, CEO of Daphne’s California Greek. “We are passionate about our customer’s well-being and we’ve taken on the responsibility of helping our guests ‘Live Life to its Fullest,’ which is both our motto and driving vision behind our commitment to great tasting food and a healthy, active lifestyle.”

A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. For customers already are experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. And it is the MEANING that needs to be thoroughly analyzed, managed, and optimized to the company’s best interest. Such is the essence of branding and brand positioning strategy.

Logo & Corporate Identity Makeover does not come without a risk. The key is in the hands of Customers, who essentially decide “WHAT’S HOT” and “WHAT’S NOT”! Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in changing merely your logo reduces to a futile and expensive exercise. An utter waste! Companies MUST ensure that the brand experience they provide remain positive, so if your product or service still shows a weakness, complaints mount, market share is lagging, your customer service department is inundated with complaint calls, stakeholders are edgy due to weak stock performance, and staff morale is at an all-time low, and staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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2 Responses to Identity Evolution | Osborne Clarke

  1. Pingback: Logo & Corporate Identity | Big cat doppelgängers | IDEAS INSPIRING INNOVATION

  2. Pingback: Logo & Corporate Identity | Folded triangle doppelgängers | IDEAS INSPIRING INNOVATION

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