About 12 years ago, we posted a quiz, called “The Human Touch,” in @Issue, challenging readers to name the face in the trademark. We are updating it here because back then, there were too many to fit on a spread, so some favorites had to be left out. Also, in the ensuing decade, new brand “people” have emerged and some have been given much-needed facelifts. The reason why companies give their brand a face hasn’t changed, however. Faces are often more memorable than an abstract mark. The right face can humanize a product and give it personality. It can imply the endorsement of an expert. Or it can just make the brand seem more likeable and fun. See if you can connect the face with the brand. The answers are on the next page.
“Logorama,” which won this year’s Oscar for Best Animated Short Film, is a movie made up entirely of logos. Remarkable in itself, this award is testament to the fact that logos have risen beyond tools for brand marketing and have become the most recognizable images of pop culture around the world. Written and directed by H5’s Francois Alaux, Herve de Crecy and Ludovic Houplain, “Logorama” is a 16-minute animated crime story that takes place in Los Angeles (where else?). Brand logos not only comprise the landscape, they are the heroes and villains of the film. The plot, which has shades of Tarantino’s “Pulp Fiction” gone seriously awry, revolves around a curvaceous Esso girl, a sinister Ronald McDonald, Michelin men cops and a dapper Mr. Pringles, with cameo appearances by more than 2,500 logos and corporate brands. At a time when brand advertisers pay huge sums of money to sneak their product into the scene of a feature film, even for a few seconds, “Logorama” turns the concept of brand placement on its ear.