Remember when they trusted us?

Brands represent companies. Brands represent us. We trust brands to represent our values and portray our collective psyche.

However, what about when future has encountered itself in a moment of existential self awareness and has got more than a little bit freaked out? Look around warily and retreat to safer times perhaps.

When were we last safe? Ah, the good old times. You remember, back when we knew what was what and who was who. Back when artificial intelligence wasn't about to drive away with our cars or put us out of our jobs.

For a brand to be perceived as relevant, they must appear in line with how their customer base want them to appear. To speak to you like an old friend turning up with that hug just when you need it most.

There have been a few high profile brands taking the reverse branding step recently.

Channel 4

Having tested different waters with sub-brands and channel offerings, Channel 4 wanted a clearer, more cohesive brand so opted to bring everything together under the All 4 umbrella.

Co-Op

With a few small tweaks included, Co-op have taken things back to 1968.

I remember waiting for my dad in a special queue that was for collecting 'stamps' in the Co-op after paying for the shopping. I was too young to know what these stamps were for but old enough to understand that they weren't stamps like the ones that were for posting letters. They were little stickers on a strip torn off from a roll. Each was dusky Co-op blue and had a clear white Co-op logo. I was fascinated by their uniformity and knew that they were important. I even helped to stick some of them into a book.

In all honesty, I didn't even realise that I had any kind of connection to the brand until I walked past an A-board outside a Co-Op shop a week or so ago. Stopping my train of thought in it's tracks,  I contemplated this white logo shining strongly out from it's dusky blue background. The Co-op. Proud, stoic and, incredibly, back.

NatWest

1968 seems to be just about far enough back for NatWest too. They have unveiled their 2016 logo which is essentially the 1968 logo with more carefully considered lighting.

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**I wrote this article back in 2016 and have just found it in my drafts**