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REBRAND'S COOL RECEPTION

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RIBA council members were left unimpressed by the designs for a corporate rebrand after they were presented with ideas for a new image last week. Design firm Atelier Works has been devising the new look, to feature a new logo, a different typeface and greater consistency across the institute's publications and brochures. The proposal for the new logo, still two lions flanking a crowned pillar, was influenced by the balustrading in the RIBA head office - 'Egyptianate Deco' said designer Quentin Newark. 'The crest has survived for the last 150 years, so it seemed worthwhile to give it a chance to survive a little longer, ' he added. The slimmeddown lions suggest a more modern image for the institute, although they did not meet with universal acclaim - they were more like a design by the AJ's cartoonist Louis Hellman, according to one heckle. Newark also unveiled a range of new pastel shades for institute brochures (which met with a mixed reception) but committed to retaining the current red site sign. RIBA chief executive Richard Hastilow promised further consultation on the rebrand would follow.

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