is co-founder of Wolff Olins and was chairman of the company until 1998. He has earned guru status in the field of identity and was awarded a CBE in 1999 for his achievements. He recently received the Royal Society of Art’s Bicentenary Medal 2000 for his contribution on the industrie. Olins has advised many of the world’s leading organizations an countries on identity, branding, communication and related issues. These unclude 3i, Akzo-Nobel, Repsol, Q8, BT and Rnault. He is visiting Professor at Lancaster Universitiy, Copenhagen Business School and holds seminars on branding issues around the world. Recently he was the keynote speaker at the AGDA 2000 National Award in Brisbane.