from Martin Dawe, managing director, Martin Dawe Design

Sir; I was pleased to read in The Grocer that the little red tractor logo is being reviewed (‘Flagging up patriotism’, January 15, p10).
I’ve never looked on it as a tractor but as two Os and an F.
Reading on (p52), I see that public relations consultants have developed a new mark.
I’m confident then that this mark will be indistinct, unusable and end up a dog’s dinner, as with many other similar organisations’ logos.
Your magazine is full of them. For other examples, see p11 and the Quality Standard Mark for
English Beef and p52 and the Quality Pork Standard mark.
Why don’t these people appoint specialist branding consultants with a proven record of effectiveness?