The ‘debranding’ movement: What managers should know

When it comes to successful branding, some execs are betting that consumers respond better to an organization’s logo than to its name. Here’s one take on the emerging trend.

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Brand managers for some of the most successful organizations are deemphasizing familiar logos and images.

It’s all part of “debranding;” a movement to remove company names from their corporate logos.

The Atlantic’s Kalle Oskari Mattila highlights several of the brands that are going this route—most recently MasterCard.

Its new logo keeps its signature overlapping red and gold circles, but it moves the name, which had always been in the logo’s center, to the bottom. Mastercard plans to stop using the name when possible.

Mobile applications play an equal role in the trend. When you look at your phone, are you looking for the application’s name or its logo? FREE WEBINAR: Leverage your loyalists with a streamlined digital newsroom.

MasterCard isn’t alone.

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