No Text in Brand Logos

A recurring theme I have noticed with established brands is that many of them are getting rid of the brand name incorporated within the logo, and dropping the product or service names part of the brand name.

Starbucks and Dominos Pizza are two prime examples.

This is a bold move as those who may not be familiar with the brand will no longer have the brand name to associate the logo with when they see it, however it seems to be the big brands with strong brand awareness that are using this strategy.

Benefits

1. By disassociating the brand name from the logo the companies can get rid of being pigeonholes
2. An ambiguous logo with no direct affiliation to a particular product allows room for manoeuvre.
3. Changes to a brands logo can create a buzz in itself. However this may not necessarily mean a positive buzz, especially if a company strayed to far from the core brand identity. Remember when Pizza Hut tried to rebrand as Pasta Hut.

My Verdict

I think it is a step in the right direction for businesses looking to diversify their product range, as having the product name (or even service) in the title often puts the brand in a pigeonhole.

Andersen Consulting provides a good example of rebranding for this reason. They got rid of the “Consulting” and choose a vibrant name – Accenture, which allows them to market themselves as a company which offers beyond just consultancy services.

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