The latest branding trend seems to see brands dropping their names. A lot of brands seem to be dropping their wordmarks form their logos. This trend isn’t exactly a new trend, seeing as some brands don’t have their names attached to their logos. These brands are iconic and are so recognizable that they don’t need the name to accompany their logo. Brands like Nike, Apple and Adidas are some examples of such iconic brands. Many brands are starting to join the ranks of brands without wordmarks on their logo. Brands like Doritos, MasterCard and Starbucks are the latest brands to join the ranks.
Are you considering removing the wordmarks from your logo? On this post, we would be discussing some of the advantages and disadvantage of removing wordmarks from a log. These points stated are from branding experts. This would help you understand if your brand is ready to make such a big decision.
Advantages of Removing Wordmarks from a Logo
There are some advantages of simplifying a logo by removing the brand name and slogans.
- According to Superunion chief strategy officer, John Shaw “extreme, telegraphic simplicity is very useful in the small and rapidly moving spaces of a device-dependent world. So, if words get in the way, remove them.”
- The Team Epiphany founder and managing partner, Coltrane Curtis, said the advantages are to create; “brand mystique, interest and intrigue”. Curtis also cautioned that brands need to earn the opportunity. He stated that brands can start with playing with their branding and iconography before they can go brandless. He used Range Rove as an example stating that everyone can still identify a Range Rover even without the tags. This because of the brand’s iconic shape. According to Curtis, only icons can play in this place.
- According to Shaw, these generations of consumers are getting more comfortable communicating without words. They now communicate with emojis, gifs and abbreviations. He also stated that brands looking to grow in countries that don’t use a western alphabet could benefit from removing wordmarks.
- Simon Dixon, the co-founder at DixonBaxi, thinks that the harder it gets to connect to younger audiences, the bolder brands need to become. He thinks the removal wordmark is a bold move that has the potential to connect with the younger generation
Disadvantages of Removing Wordmarks from a Logo
All the experts agree that for name dropping to success, the brand needs to have a big enough and have enough heritage. They also need a plan for success if they are going to drop their names.
- Dixon stated that the danger of name dropping is building a campaign without something driving it longer-term that solves the underlying problem. Dixon said “Is it a dislike of branding alone or a product/relevance issue? If not, a short-term spike can be followed by a vacuum as the underlying product relevance and the way it fits into people lifestyles fades.”
- According to Shaw names communicate, so if you are going to drop your name, your brand has to be well understood already. He pointed out that there’s always the risk of ending up nameless. He used Prince as an example, he dropped his name and became a symbol but not all brands can achieve that.
- Curtis explained that brands that drop their names aren’t winning new consumers. These brands are retaining and reinforcing relationships with existing brand fans. Curtis said “And since we live in a world of head-swivelling promiscuous consumerism, double-downing on ensuring loyalty from your base isn’t a bad idea at all. That’s ‘if’ your brand is strong enough for this strategy to be a viable option.”
Source: The Drum