creative branding, craftmanship and design...

THE MEANING OF…

Many brands want to be iconic. They want to be like Apple, MINI, Coca-Cola, Absolut Vodka, Chanel or Harley Davidson. That’s their benchmark in building their brand. Because they know that people strongly identify with these icons. But what does iconic really mean? Webster’s dictionary says ‘an object of uncritical devotion’. It’s about ‘the world’s finest’. ‘A symbol of excellence’. No generation can evade their

popularity. True icons never set out to be iconic, they just are. And they are not like everyone else. They pave the way for everyone else to follow. They have a powerful symbolism and a mass impact. Think of Michael Jackson. With his outfits, fashion trends of the 80s, like the glove and the red jacket and, in the 90s, the military wear and the white casual shirt. He was one the first pop stars to start branding his image

as iconic. Compliments to Coca-Cola and their agency for ‘getting it very right’ last year with the restyling of the graphic brand identity. It’s an icon of American culture and represents optimism in a modern way. Full of impact and relevant as never before. And there are new icons being born like Innocent, Marqt and Suitsupply. They are truly different, relevant and choose a new path that no-one has taken before.