Watched the new Troubleshooter, Digby Jones, doing his stuff at a Hereford furniture company. They were persuaded against the name ‘Hereford, by design’ for their new upmarket brand (correctly, surely). Instead, why not go with the word Hygge – Danish – from which they drew the inspiration for the new ‘concept’. As presented on a mood board:

So far so good.

But a little later in the programme, we glimpsed what they’d done with it. The robust honesty of the typeface used in the mood board had given way to a ghastly winsome lovey-dovey bit of handwritten whimsy, with – God help us – a heart attached:

How to kill a good idea at birth.