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

Manchipp thinks itǃÙs hard to argue that any logo can ever properly explain what a company has to offer, or even its values or mission. ǃ˙ItǃÙs not enough to just be orange and white and to put the word ǃÚeasyǃ٠in front of everything,ǃ٠says Manchipp. ǃÚItǃÙs dull.ǃÙ

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 ǃÚbrand worldsǃÙ. They donǃÙt need logos anymore, insists Manchipp ÇƒÏ ÇƒÚtheyǃÙre better off without them, in factǃÙ. A recent poll on design website underconsideration.com showed that people preferred the deeper brand world experience ÇƒÏ 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 countriesǃ٠shared cultural heritage.

ǃ˙Yes, they have made a logo,ǃ٠says Manchipp, ǃÚbut itǃÙs a bit of a mess.ǃ˘ However, Manchipp is amazed by the selection of backgrounds, textures, illustrations and ideas that support the logo. All inspired by the perfectly authentic early 19th Century art form of Wycinanki ÇƒÏ paper cutting popular in both Poland and Ukraine.

ǃ˙These illustrations are so interesting, culturally relevant and wildly original (particularly in football geezer world) that if they were a little braver, they could do away with the ǃÚLogo-bitǃ٠all together and be left with brilliant, exciting, ownable and authentic visual identity,ǃ˘ says Manchipp. He hopes thatǃÙs part of the plan for this identity. ǃ˙See how great they look when applied to each stadium, or competing countryǃÙs flags,ǃ˘ he says.

This embodies for him what brand worlds do compared to logos and symbols. ǃÚBrand worlds explain themselves globally. They intrigue, excite and offer flexibility. They are a campaign; useful and engaging.ǃ٠He adds, ǃ˙They are everything a logo is not. Which is why, the logo is dead.ǃÙ