The difference between original and imitation, or why good design is worth paying for.

You probably hate the Foxtons Mini.

I like them. Think back to 2001 when these colourful cars first appeared. For my non UK readers Foxtons is an Estate Agent and every year since 2001 their negotiators' cars have been Minis and each year they've had a different theme. Here's all six different versions.

The original concept was by Bear Mail and it was original, witty and gave Foxtons real personality. Estate agents have to have company cars, and you may or may not know that if you put your company name on a company car there are tax savings to be had. Bear Mail took these two facts and created something of real value. Graphic design that created a real point of difference. (I bet you liked them when you first saw them.) There was great affection for them back in 2001 and there still is.

Five years down the line and look what's happened. Poor imitations have spung up everywhere. Look how people have interpreted the concept.

Some people have just taken a Mini and put their logo on it.

Some people have just taken any old car and put their logo on it.

Some people spent too much on the car and not enough on the vinyl.

Some people have turned the car into a billboard.

Some people just don't get it at all.

Bear Mail and Foxtons had an original idea, one that probably wasn't cheap (they have 499 cars) and at the time was risky. The imitators have no wit, no humour, no personality. Which is precisely why it's worth paying a good designer to come up with an original solution that adds real value.

Comments

[Andrew Walkingshaw]

TuckerGardner (mostly Cambridge-based, I think) have bitten the idea, but at least they're using Smart two-seaters - so their cars are distinctive in and of themselves.

[London Estate Agents]

Some of these companies have managed to execute their branding exceptionally well across different mediums, in oppose to some others, where their branding actually does more damage than good.