Straight from the Specialists
(The views expressed in this column are the author’s own and do not represent those of Reuters)
Whenever I’m interviewed about branding I almost always get asked: “What is the world’s greatest logo?” By which I suppose the interviewer means, what is the world’s most recognised brand?
Well, a brand isn’t a logo. A logo is literally a symbol, a symbol of what the brand stands for. Of course, there are some symbols, or logos, that are full of meaning, which represent a universal idea recognizable in all human societies. But many of the world’s greatest and most memorable logos have no intrinsic meaning at all — they simply are the visible manifestation of the core idea behind the brand.
And there’s one logo in particular that encapsulates this. It’s the Red Cross.