What’s the true worth of a logo to a designer brand? Is it a necessary selling tool or will a good product sell itself? These were the questions that fuelled Selfridges‘ forthcoming “No Noise” initiative urges “customers to seek tranquillity in a world that bombards us with information,” by selling products without their usual branding.Some of these “de-branded” goods include Levi’s 501 jeans and Crème De La Mer.
Maybe more brands should get on board? We can’t count the number of times an overly large or dodgy logo has deterred us from buying handbags, even from our favorite designer brands. But, that isn’t to say a logo doesn’t have value. Louis Vuitton‘s monograms and Prada‘s metal triangle, could render even the oddest bags desirable by virtue of its own sleek design. In fact, Jil Sander proved this when it put its name to a paper lunch bag – really made from paper and based on a lunch bag – and that quickly sold out.
However, the idea is that “de-branded” brands like Levi, have such good products that logos are unnecessary for them to sell. And it does work. Céline‘s branding-free bags are highly desirable, and Bottega Veneta‘s chic clutches feature a distinctive weave by way of identification and branding.
Ultimately though, it all comes down to a desirable and well-made product – but a logo, carrying with it all the connotations of that brand, can easily increase or decrease a product’s desirability infinitely.
The “No Noise” campaign opens 11 January 2013 in Selfridges stores across the UK.