LOCAL HEROES SERIES
The Concrete Cows: MK’s lasting symbol of brand identity
Milton Keynes is a city known for its forward-thinking, innovative spirit and unique character. One of the most iconic symbols of this creativity is the Concrete Cows.
A public art (The Parks Trust) piece that has become synonymous with the city’s identity and brand. Created by American sculptor Liz Leyh in 1978 in collaboration with the local community, these sculptures represent more than just art. They embody the essence of what makes Milton Keynes special: a place where creativity and collaboration thrive.
Visual Identity sees a strong parallel between the impact of the Concrete Cows on Milton Keynes and the importance of a well-defined brand identity for businesses. The Concrete Cows have become an enduring symbol of the city. Similarly, a strong brand identity helps businesses stand out in the market making them memorable and distinctive.
The Concrete Cows and the importance of brand identity
In our blog, we explore the significance of the Concrete Cows and what they can teach us about brand identity. The sculptures, created with concrete and chicken wire, are more than just public art. The cows are a testament to the power of creativity and collaboration. A strong brand identity is not just a visual element; it’s the foundation of a business’s success.
We explore how brands can learn from the Concrete Cows by embracing their unique qualities and standing out in a crowded marketplace. Once said by P.T. Barnum, “There’s no such thing as bad publicity”. It can be a risky strategy, but if it works, it will maintain its relevance. Just as the Concrete Cows have become a lasting symbol of Milton Keynes, your brand can become a lasting symbol of quality, innovation, and trust.
Creating unique brand identities
Branding is at the heart of what we do at Visual Identity. Since our inception in 1989 as a dedicated branding agency. We’ve been passionate about helping businesses align ‘what they do’ with ‘what they say’. We understand that a strong brand is more than just a logo. It’s the difference between blending in with competitors and standing out as a leader in your industry.
Our services include Brand Consultancy, where we analyse and evaluate your brand identity, performance, and strategy. Together these deliver a more effective brand approach. Much like the Concrete Cows, created to reflect the character of Milton Keynes, VI meticulously develops brand strategies. As we have developed for BVCA, in a way that reflects the unique personality and values of their business.
From controversy to cultural icon – the concrete cows as a brand
Just like the ‘Marmite effect’ – When the Concrete Cows were first unveiled, the public reaction was far from universally positive. In the early days, residents criticised the Milton Keynes Development Corporation for what was rumoured to be an extravagant expenditure. Milton Keynes buzzed with outrage over the supposed quarter of a million pounds spent on these concrete sculptures. A greatly exaggerated figure! In reality, the materials used cost around £35. Much of this was scrounged by Liz Leyh, showcasing the resourcefulness of the community arts movement.
Despite the initial backlash, the Concrete Cows quickly became a talking point, not just locally but nationally and even globally. Similar to how Marmite‘s strong flavour has earned it both fans and detractors. The cow’s quirky, unexpected presence in Milton Keynes still attracts widespread attention, turning the cows into a symbol of the city‘s identity. Over the years, the cows have been the subject of various antics – ranging from paper mache cowpats to ”milking“ parties. They even inspired the name of the Cowshed stand at the MK Dons’ football stadium.
The Concrete Cows are a prime example of how controversy can be a powerful marketing tool. Initially sparking public outrage, these sculptures drew widespread attention to Milton Keynes. This transformed a moment of controversy into an enduring symbol that put the city on the map. This journey illustrates the power of standing out and embracing what makes your brand unique. A lesson that is crucial to building a strong brand identity. Just as the Concrete Cows elevated Milton Keynes, a distinctive brand can make your business memorable and impactful.
Approached with creativity and collaboration
Vi’s approach to branding mirrors the community collaboration that brought the Concrete Cows to life. We believe we are ’partners rather than suppliers’. Our creativity is born from a deep understanding of our client’s needs and the markets they serve. Through Branding Workshops, we encourage our clients to reflect on their business purpose and culture. This unlocks inspiration and discovering what makes their brand special.
In the same way that Liz Leyh worked with the Milton Keynes community to create something truly unique. At Vi, we work closely with our clients to develop brands that resonate with their audiences. Our brand development and strategy services help businesses define their brand’s promise and personality. To create powerful and, authentic narratives that engage and inspire your audience.
Bringing brands to life
At Visual Identity, our work is driven by a commitment to creating brands that not only stand out from the crowd but also stand the test of time. A prime example of this is our collaboration with Interact Medical, a leading provider in the medical recruitment industry. Interact Medical wanted to refresh its brand to reflect its established reputation while also paving the way for future growth. VI developed a refreshed brand identity that communicated the company’s strength to stakeholders across the healthcare sector. Much like how the Concrete Cows communicate the artistic spirit of Milton Keynes to visitors and residents alike.
Our work with Interact Medical extended beyond branding. We introduced three new sub-brand colours to make it easy for Doctors, Nurses, and AHP/HSS candidates to easily recognise information relevant to them. This was first applied to the new website development, where the outcome included tweaking the logo and expanding the colour palette to distinguish the three key audiences. We also created a suite of literature, professional photography, and digital campaigns to ensure that every aspect of their brand was consistent and compelling. This comprehensive approach is what sets us apart. Whether we’re designing a logo or developing brand guidelines, we ensure that your brand is communicated clearly and effectively.
Our legacy of branding excellence
With over three decades of experience, Visual Identity has a proven track record of helping businesses build strong, memorable brands. Our history is rooted in branding. Our expertise spans a wide range of industries. Just as the Concrete Cows have become an iconic symbol of Milton Keynes, we aim to make your brand an enduring symbol of excellence in your market.
Our team of branding experts understands the importance of consistency. Research shows that businesses with well-managed, consistent brands are worth up to 20% more than those that are not. We help our clients implement brand management strategies. These ensure their brand is always presented in the best light, from the logo to the language used in communications.
Inspiring brands with local roots
At Visual Identity, our creative vision is inspired by the local roots and innovative spirit of Milton Keynes. We believe that every brand has the potential to be as iconic as the Concrete Cows – distinctive, memorable, and deeply connected to its community. Whether you’re a local business looking to enhance your brand identity or a national company seeking to resonate with your audience, we are here to help you achieve your branding goals.
Let’s build your iconic brand, together
Ready to make your brand as iconic as the Concrete Cows? Contact Visual Identity today to learn more about our branding services and how we can help you create a brand that stands out in the market. Let’s collaborate to build a brand that is not only memorable but also reflects the unique character of your business.
You have ‘herd’ it before – Be Brand, Not Bland – just like the concrete cows
Just as Milton Keynes is “Better by Design,” your brand can be better by working with Visual Identity. Our long-term capability and commitment to excellence ensure that your brand will not only be noticed but will also be remembered. Through brand consultancy, strategy development, or logo creation, we are dedicated to helping businesses build truly exceptional brands. We are Visual Identity.
By aligning your brand with the creativity and spirit of Milton Keynes, you can create a lasting impression on your customers. Just like the Concrete Cows, your brand can become an enduring symbol of success and innovation. Together, we can milk your brand’s potential for all it’s worth.
Find out about our Branding Services here.
Get in touch with us today to discuss your requirements and discover why VI is more effective than just cost-effective.
