Brand identity design doesn't get more new modernist than this, particularly of the no nonsense, cut-to-the-chase British variety. British new modernism distinguishes itself with acute business acumen and multi-layered concepts in crisp, simple and pragmatic solutions. On this basis the work is easily sold and only made to fail with huge amounts of energy and insights not generally available to the casual observer or flippant design commentator.

This rebrand has all the best ingredients for a successful corporate brand: archetypal name and story manifested in an iconic, easy to use, robust and flexible identity. Tick, tick, tick, tick, tick and tick.

Saffron is a global consultancy led by a legend of corporate brand identity. Wally Olins has set a precedent for brand identity thinking which has found traction in top level brand consulting the world over. The Apollo rebrand is a superb example of this approach.