The Silent Logo

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The Silent Logo

Logos are an important way of signaling our wealth and our fashionability – key weapons in any status-conscious society. In previous ages, richly embroidered fabrics and tapestries delineated your class and engraved signet rings denoted your lineage; now logos have become the contemporary way of communicating our lifestyle, our aspirations and our means. However, in spite of the cachet that logos afford, there has been a noticeable rebellion against over-branding. Status that is shouted too loudly has become tacky (“new money” hiss the snobs or “too obvious” snort the fashionistas). Coolest of all, some argue, are products that have no logo at all, relying, instead, on trademark design details or fabrics. Think the boxy, collarless jackets that have been signature Chanel since 1925, or Hermès scarves, with their unmistakable patterns. Or, for instance, this clutch by the Italian luxury brand Bottega Veneta. It is entirely logo-less; yet that intrecciato weave is such a recognizable signature for those in the know, who needs a logo? bottegaveneta.com