The logo is what makes it possible to identify the brand without having to name it, by association. What would happen if there was no logo, and we left place to the subconscious to complete the whites?
The Australian studio Motherbird imagines a visual identity, for the London agency Something, with a typographic logo almost never present. This absence provokes an active process of reflection, which makes the listener’s memory work by stimulating his participation. The word Something, « something », which can mean everything and nothing at the same time, completes – by the mind because it is not written – different sentences. Motherbird has thus proposed a campaign that marks the spirits.