The Original Mark: A Story of Brand Identity & Originality

“If you want to be original, be ready to be copied.” — Coco Chanel

When I launched my luxury fashion brand, Arlette Lee, every element was crafted with intention starting with the trademarked AL logo mark. Years later, when corporate giant Addison Lee unveiled their major 2016 rebrand, the striking similarity to my original design didn’t go unnoticed. Clients and contacts across London were reaching out, asking if my brand had expanded into transport.

While the two businesses occupied entirely different worlds, the visual overlap was undeniable. It stood as a striking real-world lesson in brand recognition, trademarking, and the quiet impact of exceptional design.