3 TRAITS OF UNSUCCESSFUL BRANDS: #1 Bad benchmarking

An illustration of many similar products branded as “X”, and one that stands out branded “Z”
illustration: ico Design

The first of these is BAD BENCHMARKING.

A box branded ‘X’ compares itself to many other similar boxes.
illustration: ico Design
Examples of many airport logos, all of which look visually similar.
Flight, direction, motion — the basis of many airport identities we collected as part of our research

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Partnerships Director at ico Design. We’re a London-based studio creating brands for ambitious entrepreneurial businesses

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ico Design

ico Design

Partnerships Director at ico Design. We’re a London-based studio creating brands for ambitious entrepreneurial businesses

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