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Simon Manchipp is Founder of London-based design practice, Someone and he believes that logos are dying. “There is no desire for them from the public any more," he says, claiming they are an old fashioned approach to differentiating products and services.

Manchipp thinks it’s hard to argue that any logo can ever properly explain what a company has to offer, or even its values or mission. “It’s not enough to just be orange and white and to put the word ‘easy’ in front of everything,’ says Manchipp. ‘It’s dull.’

However, there is hope for the business wishing to stand out from the crowd.  Companies these days have an opportunity to create richer, more interesting ‘brand worlds’.  They don’t need logos anymore, insists Manchipp – ‘they’re better off without them, in fact’.  A recent poll on design website underconsideration.com showed that people preferred the deeper brand world experience – 61% thought it improved the brand identity.

A brand Manchipp thinks is starting to get it right is UEFA Poland-Ukraine 2012.  Brandia Central, the agency behind the identity aimed to create something that could be truly European while also celebrating the host countries’ shared cultural heritage. 

“Yes, they have made a logo,’ says Manchipp, 'but it’s ...