Mark Ritson: Mastercard’s wordless logo shows the power of distinctive brand codes

Stay away from logos, pantones and fonts. That’s always been my credo when it comes to the more graphical elements of brand management. It’s also the advice I give to all my clients when it comes to their own personal reputation within the company they work for.
Most senior people in their organisation almost certainly see the word ‘marketer’ as synonymous with ‘muppet’ and regard brand management as being roughly analogous to the colouring-in department. You