An aversion to logos could be Essential's undoing

You could design a better phone than Samsung, Apple, Huawei, or Sir Jony Ive himself, but if not enough people hear about it, you don't stand a snowflake in Hell's chance.This, in Total Telecom's considered opinion, is the biggest single challenge facing Android co-creator Andy Rubin and his new company Essential, which, as well as having a new smartphone to show off this week, also has a professed aversion to logos – which doesn't help much when it comes to brand awareness. Essential doe