Truly Honest Branding

Stephen Perry
March 28th 2013

For a fresh perspective on modern branding and honesty, and as a parallel to Next Nature's own vision of the honest egg, have a look at the work of Viktor Hertz. A designer from Uppsala in Sweden, Hertz decided to follow the idea of brand honesty to its logical conclusion by visualizing a complete range of outcomes.

Companies routinely spend thousands to hundreds of thousands on logos and branding aimed at putting a positive gloss over their products. What if the downsides couldn’t be hidden in the small print or conveniently omitted, and had to be up front in the branding? Viktor calls his set "Honest Logos".

The full set of designs after the jump...

See how many brands you can spot. Click to enlarge.








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Josh V
Posted 29/03/2013 – 18:09

So the deep and honest truth about Porsches is that they're penis extensions? Give me a break. Porsches have some the best engineering in the automotive industry. Maybe douchebags buy them as status symbols, but is that Porsche's fault? Is the full potential and reality of youtube cat videos? No. There are lots of them, no doubt, but I can't remember the last time I watched one. I spend most of my time on youtube watching lectures, tutorials, and artist videos. It's a wealth of learning that's being cynically criticized here.
I might buy this argument if at least some of these were geared towards positive perspectives on some products. All of them are negatively critical. I might accept the argument if they were at all clever, subtle, or witty, but no. I roll my eyes at this shit. The Hollywood one is the only remotely clever one of the bunch, but even then, it looks like something a college freshman might wear on a t-shirt.

Allison Guy
Posted 29/03/2013 – 15:22

I agree with Sue. These logos are a hint of one possible future where consumer products are completely transparent - for instance, eggs that change color based on whether the hen was actually happy rather than "free range" on a concrete yard.
Yes, on one level this project is tired ground that Adbusters has covered before, but on a deeper one, its just one manifestation of a way we might cut through "image consumption".

Sue Johnson
Posted 28/03/2013 – 22:15

@Josh V its someones perspective on design branding, taking the eventual (or potential) byproducts and communicating them through the brand itself. Deep-down the branding is designed to detract from the truths that come from their products. We all know there are calories in coke, and that Apple computers costs money on their brands etc. This is an exploration of a potential new nature where the brands are fully honest.
It will obviously never happen. But pushing the boundaries and reflecting on the honesty of brands creates an interesting debate nonetheless.
You see cynical and bitchy, i guess others see a deeper meaning.

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Koert van Mensvoort: Is the artificial womb frankenstein-like symbol of (male) engineers trying to steal the magical womb from women? Or… is it a feminist project and needed to reach through equality between the sexes? I personally lean towards the latter. To me it feels like progress if a girl can tell a guy to carry the womb for a change.

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