If the logo is dead, what’s all this then?

I think that Simon Manchipp (Insight, DW 1 April) had better have a rethink about his ideas before he continues to evangelise on calling a halt on the logo, or at the very least have a look at his own company’s website.

Why exactly are there 34 (yes, that’s 34) logos on Someone’s home page? Could it be that the old adage ’a picture is worth a thousand words’ is true, and that his association with the likes of Coca-Cola, Heineken and Universal means we are supposed to attach a greater sense of knowledge to his words?

Manchipp needs to re-educate himself about the impact on the collective consciousness that a well-honed logo can have, because the ’brand worlds’ that he espouses couldn’t resonate without one.

Howard Milton, Co-founder, Smith & Milton, Elizabeth House, London SE1

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