No More Watermarks

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Recently, Doritos and MasterCard have removed their watermark from their advertisements.  Now, this may seem counterintuitive to communication, but a lot of big companies such as Apple, Starbucks, Nike, and Adidas do not have watermarks.  Doritos began a campaign where they removed their watermark and replaced it with "Logo goes here".  Their reasoning behind this is that Generation Z does not appreciate 'overt' advertising.  MasterCard claims it was for "modern simplicity".  There are many different reasons behind this brand move, but every case is different, much like how every brand is different.


Image result for doritos logo goes here

The idea of removing words from a logo that blatantly tells a consumer exactly what it is almost adds a dash of pride.  Just enough to tell people, "Yeah, you already know who we are."  If it works and people can still decipher the brand, than the act solidifies their success and popularity.  However, this does not always work.  Gap took a similar route, but quickly reverted back to their original logo.  Something like this will always be a risk, for no one can interpret how people will react to certain things.

https://www.thedrum.com/news/2019/08/29/why-brands-such-doritos-and-mastercard-are-removing-the-names-their-logos

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