Top five brands that do not need a brand name
Selfridges has asked some of the most recognisable brands to produce versions of their best-selling products sans branding as part of its No Noise campaign. Inspired by the unique approach to retail, Marketing Week picks out five brands with visual identities so strong they do not need a brand name to sell to their customers.
Cadbury’s signature Pantone 2685C purple has come to define the chocolate category over the last century. For many, the signature shade of purple brings back fond memories of that first time they ever tasted chocolate. The iconic colour has been synonymous with the brand Dairy Milk range and it has poured millions of pounds over the years to make it one of its most valued branding assets. Such is the importance of the colour that Cadbury had been locked in a legal battle with rival Nestle for the last four years over its use.
Nike’s branding has gone through many changes over the years. Since it was founded in the 60s, its logo has become more streamlined and simpler in appearance as the brand has grown in stature. This culminated in 1995 when the company dropped the Nike name from its corporate logo and began using the stand-alone Swoosh to resonate with consumers. The de-brand has paid off for Nike with the brand cementing its place as the world’s premier sportswear brand.
Starbucks’ infamous siren logo has been the figurehead of one of the world’s most recognised brands for decades. The coffee chain has made three major changes to its logo since it launched in 1971, most recently in 2011 when it celebrated its 40thanniversary. The update eschewed the Starbucks Coffee wording in favour of a close up of the Siren.
British Red Cross
There are some people who have never interacted with the British Red Cross, yet they know what it stands for and how it changes peoples lives the moment they look at the iconic logo. It demonstrates the importance of cultivating a brand logo that resonates with all who view it.
Ferrari and the colour red are inextricably linked. The prestige and allure of the blood-red cars carrying the prancing horse logo ooze sexiness and glamour that other car marques can only aspire to. Being iconic is firstly about standing for something clear and compelling, and reflecting this core idea in everything that the brand does. The combination of Ferrari’s famous stallion with its defining shade of red have achieved this and formed one of the world’s most recognisable car badges.