Elite Shoppers Eschew Logos
Out of context: Reply #2
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- lukus_W0
Logos have been used as a conspicuous indicator of value for quite a while - but I think the age of big brand logos was probably the eighties. The concept of conspicuously wearing wealth (and bling) fell out of fashion for a while, came back in a retro-sense - and now that the majority of the world is in recession, it's probably not likely to return for some time. Audiences and customers have become far more sophisticated. I reckon people who spend a lot of money on clothes generally don't want to appear vulgar.
I think there's also a reasonable business case for reducing dependence on a mark or logo. When the majority of your brand's value is tied to a mark - it makes the possibility of counter-fitting more viable.
Does this trend make design less relevant? No - it's just as relevant, and the job of designing is made more interesting and challenging as a result.