1. What makes a successful identity? Thought, hard work, a bit of magic, perseverence and the odd metaphorical (or in some cases actual) bloodied nose. That is what 'makes' a successful identity, the characteristics of a successful identity are creating something that transcends fashion, challenges people, and forms an emotional connection with people, that sounds awful, but you get my point. I compare a good identity with a good record, the ones that have lasting power are they ones you don't like the first time you hear/ see them.
2. Can you list any clichés in identity design? Contrived post rationaling, over rationalising or simply no rationalising at all.
3. What are your most admired logos/identities and why? Flying logo for Gatwick Express (Hedger Mitchell Stark). A beautiful twist. Kaffe Coffee shop (Felix Lobelius). Fit for purpose. Apple. An obvious choice, but awesome. Channel 4 (Lambie-Nairn and the developments and sub-brands since). The flexibility and the way it has grown is just brilliant. May get a different response on a different day.