Logos are funny things. They say so little but mean so much. Clients can spend months fussing over them. For some reason we are madly obsessed with them. I personally think they are given a disproportionate amount of attention compared to every other aspect of brand development.
When Nike decided to change the logo they knew it would create a storm and normally shirt launches don’t get much press, but by playing with the logo they got the reaction they wanted and it drove attention to a normally something that doesn’t get headlines. They have become the masters of playing the PR game.
