Q. How is brand identity communicated without logos?

A. See above the easily recognizable tartan plaid of Burberry, the signature use of color by the jeweler Tiffany & Co., and the distinct shape of the very famous Hermes (Kelly) handbag. Many luxury retailers have so refined their use of pattern, color and shape that their products are easily identifiable without any reference to logo or brand name whatsoever. Retailers are anxious to capitalize on our desire to publicly display wealth, status and social class quickly and effectively through this type of visual messaging.