The best examples of branding without a logo
In the wake of our ‘unbrand’ for Camden Market, our co-founder Max Ottignon was asked by Design Week for his views on the best examples of branding without an obvious logo or wordmark.
“Hawk-Eye demonstrates the power of a name as a vehicle to carry a brand’s key attributes.
The Hawk-Eye brand is delivered almost entirely verbally. We rarely – if ever – see any visual application of the identity, making the logo almost irrelevant.
Instead we’ve learnt what it stands for from third parties: primarily commentators who refer to Hawk-Eye in reverent terms, putting complete trust in the system’s accuracy and precision. As a result, it has become synonymous with sports technology, to the extent it has almost become the ‘Hoover’ of its category. An incredible feat of branding.”