Days of the Logo Numbered: Branding Strategy Insider#more#more#more#more

Days of the Logo Numbered: Branding Strategy Insider: "Let’s take an express train back to the year 1915 – the year the original counter Coca-Cola bottle was invented. The original brief was to develop a bottle so smart that if you dropped the bottle on the floor and it smashed into thousands of pieces of glass you’d still be able to recognize the brand. Grab any iPod and you won’t be able to find the logo on the front – yet the iconic look is enough for you to know what brand it is. The same is the case with any picture from United Colors of Bennetton, a McDonald’s roof, a Tiffany’s rubine blue box or Marlboro’s cowboy.
I call my theory Smash Your Brand – a theory which simply aims to move on from the logo – and begin to have what I call “Smashable” components. A color, a shape, a sound, a smell – you name it – indirect signals which all tells a story about the brand – without having to show the logo."