It begins to look as if the ultimate froth industry of the 1980s, the design consultants that expensively adjusted your logo a millimetre to the left and changed the basic blue by two tones, has finally met its Waterloo with Wolff Olins’ creative decision that Hutchison Telecommunications (UK) Ltd should call its Personal Communications Network Orange – no doubt inspired by the related fruit that was found in the mouth of the late lamented Stephen Milligan: from the Evening Standard to the Financial Times, the name has met with universal derision Orange is thus open to the crack that it is a lemon particularly since Orange comes from the company which produced the dead Rabbit says Lex; after this bitter (lemon) experience, reckons our crime-writing alumna, the people at Hutchison will know when they’ve been Tangoed…
