186K - New brand identity

Added: (Mon Nov 20 2000)

Pressbox (Press Release) - The Fourth Room and CDT Design create new brand identity
for Lattice Group’s communications subsidiary

London, 20th November, 2000

Strategic marketing consultancy, The Fourth Room, and one the UK leading design companies, CDT, have created a new brand identity for the Lattice Group’s* communications subsidiary. It is to be known as 186K.

The brand 186K stands for 186,000 miles per second, the speed of light and the speed at which all customer traffic will travel on the company’s new national fibre-optic network. 186K plans to become the UK’s first end-to-end IP (internet protocol) specific network provider.

Fourth Room CEO, Piers Schmidt said: “In taking the brief to brand Lattice Group’s communications subsidiary, The Fourth Room was charged with creating a name that carried with it the implication of the Company’s potential.

“The construction of this extensive fibre optic communication system comes when the country is crying out for faster internet connection. We looked for a name that suggested in its undertones the capacity of the network. The Fourth Room believes that names should be relevant and aspirant to a company’s message before they are catchy - though there is nothing wrong with that too. “Lattice” is simple, memorable and conveys the idea of structural networks and connectivity - the Company’s product. “186K” carries the same simplicity and recall but connotes too the demanding pace of New Economy communication.”

The design scheme is a simple logotype set against a dazzling expression of kinetic light based art. It is a constantly changing and stimulating visual environment.


End

*The Fourth Room and CDT design were responsible for branding Lattice Group plc, the holding company for the group of businesses recently demerged from BG Group plc.



About The Fourth Room
The Fourth Room is a strategic marketing consultancy, based in London. It was founded in 1998 by Wendy Gordon, Michael Wolff and Piers Schmidt, three leading figures in UK marketing. Wendy Gordon was previously founder and Chairwoman of The Research Business International. Michael Wolff was co-founder of Wolff Olins. Piers Schmidt was Head of Strategy at Interbrand Newell and Sorrell. In the two years since its inception, The Fourth Room has developed a reputation as a highly innovative consulting firm, helping companies to successfully cultivate their businesses. The Fourth Room’s client roster includes leading global companies such as BG Group, General Motors, Kraft, PricewaterhouseCoopers, Proctor & Gamble and Telenor. In the UK, clients include Easynet, MFI, The Royal Institute of British Architects (RIBA) and Zoom, the Internet portal from Arcadia.



About CDT Design
CDT is a design consultancy specialising in the development of brand, corporate and environmental identities that differentiate its clients from their rivals, giving them a powerful commercial advantage.

Its record in the highly competitive field (over 100 major awards in 20 years) stems from their understanding of the significance of strategic branding and clarity of positioning in contemporary business culture. CDT's clients include British Land, CAA, Design Museum, English National Opera, Lattice Group, Our Price, Royal Mail, Royal Opera House, Radio Times and Volkswagen,

Jaime Fouche
Tel: 020 8237 4021