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The world’s greatest logo


(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.

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