![]() Shaw stated that consumers are getting more comfortable communicating without words, with emojis, gifs and abbreviations, and he noted that brands looking to grow in countries that don’t use a western alphabet could benefit by removing wordmarks. It’s the reason why my Range Rover is all black (mobbed-out) and all of the tags have been removed everyone still identifies it as a Range because the shape is iconic. They can play with their branding and iconography which can lead to off-brand colorways and in some instances, they can go brandless. But he cautioned: “When your brand has earned the opportunity, and I stress earned. Team Epiphany founder and managing partner, Coltrane Curtis, said the advantages are to create “brand mystique, interest and intrigue”. So, if words get in the way, remove them.” Shaw noted “extreme, telegraphic simplicity is very useful in the small and rapidly moving spaces of a device-dependent world. There are some advantages with simplifying a logo by removing names and slogans. Every case is a little different, just like every brand is a little different.” Advantages of removing wordmarks ![]() Doritos is doing it partly as a piece of subversive anti-marketing. ![]() Mastercard is doing it partly because the brand is no longer about cards. Nike could do it as a pioneering expression of brand confidence. “Apple could do it because its logo is an apple anyway. “It’s not always a single reason ” said Superunion chief strategy officer, John Shaw. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |