So Monday saw the much anticipated reveal of the most significant identity to launch in Britain since that of the Millennium Experience in 1999. My immediate action upon seeing it was one of restrained joy - it was great to see something new in a category of identities that have remained pretty conservative and predictable over the last 40 years.
However as I look at this identity more, it quickly becomes obvious that it has a number weaknesses as well as strengths. Yet sadly the proper debate about the relative merits of this logo have been sidelined by the usual sensationalist journalism that we have come to expect in Britain.