“The Logos became man, so that man might become Logos.” ~ The Philokalia, Vol. I, p. 156. I. We humans are creatures of comfort, and that applies no less to our purchasing choices than to our desire for warmth, food, and a roof over our heads. Enter the brand: the staple of a commercial and high-tech civilization. The difference between that which is branded and that which is not is tangibly summed up in the price difference between the “genuine” article on your store shelf, and the cheap knock-off sitting next to it—however the quantified difference may or may not correspond to a difference in quality. The brand is most forcefully seen as the logo, shorthand for the early 19th century term “logotype” or “logogram,” which combines the Greek terms for “word” (logos, λόγος) and “writing” or “what is written”: hence, from potential and abstract to act and reality. Accordingly, for all the public is aware, a company without a logo and the means to make it visible might as well not even exist. The logo concentrates into a unique, provocative and clever visual signifier the company’s mission and, ideally, the collective experience of dense hordes of anonymous peers, the magnitude [...]

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