Call me by my name

I blogged before about the power of a logo. I believe that a good brand can survive without the company type sprawled across the logo. Consumers have a wider recognition, they watch everything you do and as such define you as a brand entirety through colour, media and experience. To reinforce this I came across these wonderful logo's with the type completely removed. You'll find it easy to recognise the brands involved.

This got me thinking about the bold move by Starbucks back in January to completely remove their name and offer from the logo. I think this is a wonderfully bold yet calculated move by Starbucks. It instantly achieves 2 things;  1) They can now easily move into other markets. 2) It creates debate and with debate comes publicity.

They are not the only company to simplify to amplify their message. Mcdonalds discarded their name and just kept the famous golden arches, a move to coincide with their new caring greener message.

Shell were one of the first pioneers back in 1995 to go down this route and Nike have always had the power to use their 'swoosh / tick' as a stand alone branding.

I think this is going to be an ongoing trend by big ambitious brands and expect to see more following suit over the next decade. Consumers will happily follow the big players into new markets and this seems like a sensible way to step out of your current marketplace and into many more.

Packaged, wrapped and slightly opinionated