Creating branding for retail stores is quite different from creating branding for the majority of other businesses. As retail stores develop and grow in strength and size it becomes increasingly expensive to make any changes to the branding image. Massive investments in fleets of vans, store fronts, packaging and even staff uniforms makes sure that client and designer work hard to ensure the brand selected will last as long as possible into the future.

This is the sign going up next week outside Beaumont Bed's newest store, it is in Maidstone, the county town of Kent. This branding is one of the longest serving logos designer Alan Reading has ever created. "The day someone doesn't come into a new store opening and tell us how much they like our owl will be the day Alan is asked to start plans for a new Beaumont Beds image" said Eddie Friend, MD of Beaumont Beds.