I think that logos and identity are not just about design anymore. There isn’t a “mass market” in which to target a product or a company anymore; there is no one demographic picture of the planet.

According to cultural anthropologist Grant McCracken, lifestyle typologies first expanded to 3, then 6, then 9 and then 12 typologies, there is now too much variation. We have reached categorical exhaustion. As a result, I have come to believe that the term “designing logos” or “creating identities” ultimately undermines the job we do as consultants, marketers, designers and strategists.