John McCarron, Creative director, Basten Greenhill Andrews
'What we'd like is a logo that dramatises our product promise, is emotive and engaging, and will last 100 years.'
A tough brief, but that's what Nipper the dog has been for HMV. And all for pounds 100 paid for the original - titled 'His Master's Voice' by Francis Barraud - by The Gramophone Company last century.
It makes a promise of excellent sound quality (the dog 'fooled' by his master's voice), has the intrigue and interest of an improbable combination (dog and gramophone) and a warmth and accessibility.
Part of the charm and success of this identity has been the way HMV marketers have found ways of maintaining the relevance of Nipper ('Top Dog for Music', SuperNipper computer games and so on) without, for example, replacing the gramophone with tape deck, walkman or stack system.
And has it hampered the brand stretch into video, DVD or direct sales? Not at all.
My only gripe would be the superficial attempt to update it by turning it pink.
But 100 years on, HMV, like me, no doubt will agree with the original artist, who said: 'Nipper was really a very clever little dog.'
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