No Logo, you will probably instantly remember the book by Naomi Klein that questioned the brand-oriented consumer culture. The book was a pamphlet against the big brands, but the remarkable thing was that the book , with the the curved shape of the book, had become a brand itself.
Big brands rely on their name and logo in their communications. There are very few brands that trust that consumers recognize their logo without a name in it, although there seems to be a change. For example Starbucks does not use its name in their logo anymore. The logo is only a figurative element.
McDonald’s launched in the Netherlands a campaign with photographs of its products. Only the photographs, no name, no logo. In the most recent campaign McDonald’s relies fully on the reputation of its iconic products (such as the Happy Meal). Icons have been created of these products with a small m next to it. It shows us the confidence of McDonald’s in their own products. Moreover, the iconic design has become a trademark itself.
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“Trademark protection gives freedom to do business.”