Why I Hate Logos ™
- Isaac Semple
- Nov 21, 2021
- 2 min read
Logos play a huge part in how we judge one another on a day to day basis. What individuals choose to wear often contributes to the first impression one may give and the logos we so proudly sport can unknowingly have us judged like the cover of a book.
From the horse of Polo, to the interlocking F's of Fendi, certain logos undeniably signal a degree of affluence. However, it works in reverse all too well.
Logos such as the lion of Lonsdale and the back to back duo of Kappa most definitely carry with them a stigma and are all too often associated with the white working-class and the poorest in our society. Take for example the character of Vicky Pollard from comedy sketch show 'Little Britain' wearing the Kappa tracksuit she epitomises the stereotypes that these logos perpetuate.
What this has created is a what can only be described as a logo-based caste system.
I have many friends who partake in what I call "Chasing The Horse" which essentially equates to desperately trying to acquire a piece of Ralph Lauren clothing so that they can sport the logo and secure a healthy place in this caste system.
This is why I hate logos, as some are made to seem less-than as a result of them.
When a friend of mine bought a J. Crewe polo for upwards of £70 I was confused because I knew he could purchase an identical one from Primark for only £7. But the reality was he was paying £7 for the polo but £63 for the logo. The logo would certify his financial status and provide him with self-confidence. But at the end of the day, it is just a piece of stitching so why do people place so much emphasis on it.
One thing I have grown to love is the 'No Logo' movement. When you don't sport a logo people can't determine if you're poor or working-class because you're not wearing a logo of the poor. They can't assume you're wealthy because you're not wearing a logo of the wealthy. Your interaction will be devoid any prejudice because one thing that is missing is a logo.
One thing that is truly interesting which I now do is sport pieces of artwork instead of logos. They're far more interesting and can be interpreted in a plethora of ways. I have a T-shirt (picture below) which sports a painting entitled 'African-American Materpiece' by Jeanpaul Ferro and when I wear it people are constantly intrigued by it, asking me who it is and where I got it from.
Why? Because people see Polo horses and Lacoste crocodiles all the time and regardless of how much they cost these name-brands are rife on everyone and by wearing it one is actually quite the conformist and dare I say......BORING!! (oops there I go judging people based on logos).
But to bring this article to an end, I believe we, as members of society, should break out of the shackles these fashion houses have us in as we're so attached to their logos and rise up as individuals not clones all in what Lil' Pump calls the 'Gucci Gang'.
@Isaac_semple
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