Word marks work – type it out, give it a colour and a good typeface. Perfect. Perfect because we are increasingly search-led consumers. Perfect because it works internationally – no matter what the multilingual barriers are, retailers will always accept Visa to pay for Sony products
Brand worlds are where the smart money is going – they add depth to the brand name. They are the Adidas stripes down the side of the shoe or the leg of the tracksuit, at the entrance to the store and on the endframe of the TV ad. They are the O2 bubbles rising from the press ad, the decor inside the stadium, the animation on the mobile phone
Brand worlds are coherent – they’re coherent (not just consistent) universal branding systems. They cannot be missed in the clutter of 20 million (and growing) cheap logos. They distinguish a product or service more completely, more deeply than any one-dimensional clip-art could ever hope to do. They are varied, rechargeable, developing tools for brands.