Housing launched its new brand (and mission statement), Lookup yesterday.

Apparently, this is inspired from an iPhone app LookUp ( A dictionary app for the iPhone) by Vidit Bhargava which has exactly the same logo and well, same name as well!

lookup-iphone
Lookup : The iPhone App.

 

VS

housing-lookup-logo
Lookup : The New Housing Brand

What’s interesting is that Housing’s new brand identity is developed by Moving Brands, a global creative company – considered to be among the best independent creative outfits working with the world’s best brands. Over the last 12 months, their London studio worked the Housing team to ideate and develop the new brand identity.

And after all this, they ended up with an imitation?

You decide.