The power of a logo
Because we are surrounded with them and because we see thousands everyday, we often do not think about logos anymore. Some people just want to have them on their clothes and bags, to assert power, social class or identity. Others try to avoid showing them off for fear of being tacky or to reject capitalism and globalisation.
But a logotype is a visual artifact that, whether we want it or not, sticks in our brain – for most city-citizens. It is designed for this sole purpose. We see it, see it again, associate it with a concept, an idea, a value, and it is there, as a screensaver of our minds, printed forever.
This is a process called branding. A corporate image that marketing geniuses have thought in their sleep. A brand creates a logo to express an identity, values it stands for, products or services it represents and to create a process in our minds when our eyes see it: brand association.
And soon, without realising it, you picture a laptop when you see an apple, or a Speedy bag when you see a flower. It is an irrevocable sign that it is too late, and that you are officially obsessed.
Picture: Alize Morand. Monogram pattern copyright of Louis Vuitton.