Practices throughout the country should brace themselves. Many face extra outlays of cash to replace their site signboards with new ones bearing the RIBA's new, and very unpopular logo. The institute has been hit by an unexpectedly high level of criticism from architects objecting to the design of the new-look, slimmed-down lions on its logo, but now those objectors might be hit in the pocket as a result of the moves.
The RIBA is set to approve the new Atelier Works-designed logo via its Branding Steering Group today (6 September), and told the AJ this week that it will not attempt to police the use of the new one. But, nevertheless, orders will be pouring in to the 10 firms RIBA approves under copyright to do the boards, and stationery printers will also be rubbing their hands with glee. Prices vary, but costs can amount to £845 for 15 2.4 x 0.6m boards made from aluminium foil. If all 6,000 RIBA member practices made that order, more than £5 million will have changed hands. The boards will still be red but the new lions will be joined by a new-look font too. Money well spent?