I am often asked what drove me to start my own agency and why I decided to call it Clock.
I suppose it’s the classic case of working for someone else and thinking you could do things different – and better – if you did it for yourself.
I felt most agencies were either too obsessed with the creative idea itself or their own bottom line (or ego’s) to really make a positive impact to their clients business.
I was also frustrated at agency owners working their staff so hard that it became the norm to work a 70 hour week without the rewards that should come from such a commitment.
The time seemed right for a new kind of creative agency, a new kind of employer and a new way of doing business.
So the principles to build an agency upon were born and the business of choosing a name for the baby began.
After the usual trawl through the dictionary and Thesaurus looking for an abstract or meaningful name, the word Clock just shot into my brain. Somehow Clock had the edge, particularly as it gave us scope for future growth in to new areas (Digital Clock, Clock PR etc). Importantly, it also fulfilled the idea of the time being right.
After deciding on the name we got to work creating the logo using the font Akzidenz Grotesk which was adapted to incorporate the icon you see today. Pantone 526 was chosen for its strength, character and the quality it communicates.
Like all good brands, simplicity was the key and it’s stood the test of time.
Now, in its 11th year, the name and logo are still as relevant today as they were in 1999.
