What is more important? A sign or a name?

Or is it just the product that matters? Imagine that “Nike” is not called Nike, but that they have the same sign and product. Would they be what they are today? Would you recognize organization if someone showed you only their symbol and would you recognize the symbol if someone showed you only the name of the organization.

A lot of things pull each other. A sign is a symbol associated with an organization and a well-designed sign can convey some kind of feeling towards that organization. If you had never heard of the word “Nike”, you probably wouldn’t have been able to explain the word. But if you see the Nike sign for the first time, it can evoke a sense of speed and movement. However, in order to identify something we need textual and visual recognition. When we think of a name – it associates us with a sign, and when we think of a sign – it associates us with a name. It is impossible to determine which is more important (chicken or egg), but both aspects are important for brand development.

So I came up with a project in which the main determinants are curiosity and experiment. At times, you can forget about the original logo because we are playing with the perception of the visual field in the brain. Each organization has its own sign and typography by which it is recognizable. In this project, the original typography and logo were retained for the selected companies, while the name was changed with their main competitors.