MasterCard unveiled its new logo earlier this summer.
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With increasing frequency, MasterCard said, it would do away with using its name in the logo entirely. The focus would be more on the symbol than the words.
MasterCard’s
move reflects a wider shift among some of the most widely recognized
global brands to de-emphasize the text in their logos, or remove it
altogether. Nike was among the first brands to do this, in 1995, when
its swoosh began to appear with the words “Just Do It,” and then without
any words at all. Apple, McDonald’s, and other brands followed a
similar trajectory, gravitating toward entirely textless symbols after a
period of transition with logos that had taglines like “Think
Different” or “I’m lovin’ it.”
Some marketers believe that debranding can make global brands appear “less corporate” and “more personal” to consumers.
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