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The universal language of non-verbal design marks


Numerous global brands have adopted design marks without words as their primary branding device. These universal sign marks can transcend cultural and language barriers. What challenges do they present from a trade mark perspective? Lisa Pearson, Jill Tomlinson and Sam Kilb investigate the position in the United States

Most attempts to create a universal language have failed miserably. One has succeeded. It is the universal language of commerce, expressed in the iconic design marks of global brands. These symbols are instantly recognised by consumers, regardless of their native...


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