Logos have always struck me as a very interesting phenomenon. In the world of fashion they have come to symbolize high style, wealth and status. Men and women all over the world covet clothing and accessories that are branded with a distinguished logo. There are countless stories of young Japanese girls who end up in emergency rooms after starving themselves for days, all because they were saving money for a new Louis bag. It’s fascinating that a brand logo could be so powerful in human society.
I suppose a basic human need is social acceptance and donning a logo essentially provides one with a higher level of recognition and approval. Acquiring logos may then be an instinctual behavior to gain acceptance from our peers. People all over the world covet branded materials goods such as a Chanel bag, a Benz or even a home on Park Avenue.
Logos seem like a purely external symbol of power and wealth, but there is also an internal gratification that logos provide for people. Studies show that a very significant number of people who choose to buy copies of branded goods eventually shell out the money to purchase the real item. The scientific explanation for this may involve all sorts of psychological theories such as cognitive dissonance, but it also seems like people purchase the real goods because there is a certain confidence that a branded bag or shoe provides for its consumer. Simply put, a woman walking down the street with a Birkin in her arm exudes the type of swagger a man displays when he is seen linking arms with a gorgeous woman.
All these thoughts on logos are actually very pertinent to fashion trends of the moment. Designers have been experiencing a logo frenzy and it seems that we will be seeing a lot more in-your-face logos this spring. Several traditional logos have been blown up so that your nearly blind grandmother will be able to comment on your wardrobe. While this new trend is quite ostentatious it does make a very bold statement, and I project that the mainstream public will definitely embrace the opportunity to flaunt their goods.
Final thought: What would a world without Cs, Gs, D &Gs, CDs and LVs look like?