Co-Op’s branding overhaul in May 2016 took them back to 1968, with the return of their clover-leaf logo. Whilst it gives some comforting nostalgia back to the brand, it’s much more than recycling old ideas.

Sometimes, steaming determinedly forwards can drag a brand away from the positive things it wanted to convey.

A good designer should be able to see that the successful evolution of a brand is not necessarily re-inventing it completely, but picking out the bits which already function, and putting them back to work.