What FIFA’s new controversial logo reveals about the power of branding

From FIFA’s latest design to a hot AI startup’s barely-there branding, recent examples show how a logo—any logo—can make a brand feel more real.

When it comes to logo design, experts in the field have plenty to suggest. Your logo, they say, should strive to be iconic, as well as distinctive, timeless, attractive, memorable, and the like. This is all well and good, but as three recent examples from the news show, what your logo looks like, which values it projects, and whether it works on a tote bag may pale in importance to the simple fact that you have a logo to begin with.