Have you noticed that brands are dropping the names from their logos? It seems to be one of the latest trends in branding. Just like it seems like every brand is developing a sonic logo or brand strategy, name dropping is becoming more and more popular in the world of advertising and branding. It 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.
Lately, other brands believe they have reached this iconic status and are dropping the names from their logos. These brands are dropping the names from their logos for different reasons. Some as a marketing ploy, others believe they are easily recognizable while others are testing the waters for future use. On this post, we would be examining why brands are dropping the names from their logos.
Brands are Dropping the Names from Their Logos
Like we said earlier, name dropping seems to be the latest branding trend. Brands like MasterCard announced that it will be dropping the name from its logo. They made this announcement earlier this year. They stated that they are dropping the name for the purpose of achieving modern simplicity. This week Chip brand Doritos announced that it is removing the brand named from its logo.
The brand replaced it with ‘Logo Goes Here’ inside its triangle-shaped marque. This was part of a campaign called ‘Another Level’ campaign, the campaign is aimed at Gen Z. They are trying to reach a generation who claims that they are over advertising. Starbucks recently unofficially removed its name from its logo. The removal was noted on its brand expression website. They stated that they prefer to use the logo by itself without its name, which allows it to be presented with “greater prominence”.
Why Brands are Dropping the Names from Their Logos
Brands are dropping the names from their logos for various reason. Most brands drop their names because they believe that their brands are easily recognizable without the names. This is usually the primary reason. The secondary reasons behind the name drops usually varies and are dependent on the brand.
According to Superunion chief strategy officer, John Shaw, there’s isn’t always a single reason why brands drop their names. For instance “Apple could do it because its logo is an apple anyway. Nike could do it as a pioneering expression of brand confidence. MasterCard is doing it partly because the brand is no longer about cards. Doritos is doing it partly as a piece of subversive anti-marketing”.