4156: Logos by Colin Wright with The Minimalists on Consumerism and Identity

Colin Wright examines how branded logos function as shortcuts for identity, allowing people to borrow a brand's qualities instead of building their own. He argues that these associations are inherently superficial and that going without labels forces a harder but more useful question about who you actually are. The result, he suggests, is a self defined in its own context rather than as a collection of overlapping brand loyalties.