I think that wordless logo can only work for brands who spend heavily on marketing and advertising. We ran a design shop for past 10 years and lately pivoted into a productized service http://draftss.com
All these years we've received hundreds of requirements with similar specifications such as "We want a logo that we can use just as a mark, Eg: nike, adidas, mcdonalds, etc."
What client did not understand is that it's not just design or branding that makes these big brands recognizable to every person but their huge expenditure on 360-degree marketing campaigns. Not just any marketing campaign but high targetted quality campaigns where they are spending a huge sum of money everyday for decades.
Although, this article reminds me of a time when Web 2.0 had been at rage and there were articles which said it's the Age of Web 2.0
All the logo design brief we received thereafter were "We want a Web 2.0 logo".
All these years we've received hundreds of requirements with similar specifications such as "We want a logo that we can use just as a mark, Eg: nike, adidas, mcdonalds, etc."
What client did not understand is that it's not just design or branding that makes these big brands recognizable to every person but their huge expenditure on 360-degree marketing campaigns. Not just any marketing campaign but high targetted quality campaigns where they are spending a huge sum of money everyday for decades.
Although, this article reminds me of a time when Web 2.0 had been at rage and there were articles which said it's the Age of Web 2.0
All the logo design brief we received thereafter were "We want a Web 2.0 logo".