The Wordless Logo: Why It’s an Emerging Trend Worth Embracing
Many companies, from large-scale corporations to independent businesses, are removing or de-emphasizing text in their logos.
Recently, MasterCard removed its once-prominent wording from its logo. Now the company’s branding brings their iconic yellow and red circles to the forefront; representing its symbolic identity.
At first, this emerging trend might confuse some. You might ask: Why would removing words from my logo benefit my business? Here are some reasons why.
Making Text Optional Increases Recognition through Symbolization
There’s nothing wrong with using words to represent your business. However, if your logo is designed in such a way that the text cannot be made optional, that limits chances of turning your logo into a powerful marketing asset.
Monmouth County-based New Jersey coffee company, Rook Coffee, has a popular bird logo that does not depend on the brand’s name. This has turned into a valuable asset for brand recognition and merchandising. One notable way they’ve executed a successful marketing campaign is by offering free stickers featuring their logo for patrons to put on their car bumpers.
Companies like Apple have made fortunes off of logos that don’t rely on words. You know when someone is using a MacBook because of that glowing symbol on the back of their screen. The company does not see the need to expressly brand their devices as Apple products. The consumer knows from simple observation.
In Nike’s case, their swoosh logo is also instantly recognizable. They’ve also enjoyed great success from their “Just Do It.” slogan that often appears alongside the swoosh, but the Nike symbol is widely known, even without text. Here, if you see that symbol on a shoe, you know it is a Nike product without the brand having to tell you in words.
By removing dependency on words in logos, you can streamline your branding and enhance your merchandising.