|This logo makes your personality|
I remember arguing with one of my many roommates of the time about the meaning of the word logos. She insisted it was the plural of the word logo, meaning a symbol or other small design that identifies products, uniforms, vehicles, and so on. I argued that it referred to the Greek term logos, which means word. (The most common use of this sense in English today is in the context of Christian theology: "And the Word [logos] was made flesh, and dwelt among us" [John 1:14]). There is, however, a third definition: the principle of reason and judgment, a meaning used primarily in the context of Jungian psychology.
(I asked the store on their Facebook page if it the name referenced the Greek word for Word. They responded with a single word: "Indeed!")
That my long way of getting to the point of this post, which is logos in the first sense described above. They are a fashion blight.
|$40 for jeans? Outrageous!|
I'm sure there are books and college courses that address logos in depth. Here I'll limit my analysis. The primary fashion purpose of a logo is to make the shorthand statement that the wearer has the lifestyle the brand represents. A Louis Vuitton bag says "I have money and taste." An Ed Hardy t-shirt says "I'm wild." Juicy Couture sweatpants say "I'm sassy and fun."
|But Mommmmm, they're in my|
|Yes, I would accept one of these.|
At the other end of the scale, t-shirts with logos for Chevrolet or Budweiser or NPR are suitable for painting, watching TV, or sleeping, but not for wearing out of the house. Who wants to have his identity reduced to the vehicle he drives, the beer she drinks, or the radio program he listens to? Who wants to be known only as an employee of he company he works for?
|If you're over 30 and still wear|
one of these, you may have
a drinking problem.
And yes, I know you can't escape logos entirely. Jeans and sneakers are going to have logos as design elements. The issue isn't whether the item has a logo on it, but whether the logo dominates the item.
And finally, if you want to wear logos, if that's your style, go for it! Own those logos! Make people think how lucky the logo is to be worn by you.
[The topic of this blog entry was inspired by Terry Colon.]