I'd love to be 100 per cent supportive off the DoH 5-a-day programme. It is without doubt one of the best pieces of news this industry could receive. it has the right ideals and principles and is backed by a healthy wad of cash and pledges of longevity.

But am I alone in wondering how much of the research budget was delivered into the hands of top flight designers, in order that we are delivered one of the least inspiring logos imaginable?

I am told the aim was not inspirational, but aspirational. In simplistic terms, the blocks represent a ladder that the consumers must climb each day to reach their ideal fruit and vegetable intake. Is the DoH?s own-brand of psychological warfare likely to get through to one of its (and this industry's) major long-term target groups, children?

The simplicity of the logo allows it to be printed cheaply, which we must not ignore as being useful in its own way. Many users will be looking to plaster it liberally throughout stores and on packs, and that is not a cheap prospect.

It is not an easy task either to represent such a wide-ranging subject with one, all-encompassing image.

I am not putting myself forward as a logo design expert, and I will stand corrected if those that begin with aspirations are indeed inspired in equal measure. But it is hard not to have some sympathy with retailers who have invested huge sums in individual 5-a-day messages and cannot see how the DoH logo can enhance its communication.