Symbols in religion
Symbols, too, are ubiquitous in most religions. The cross. A dove. An angel. A crown of thorns. Just as religions have their icons, so, too, do products and brands. And although, as we saw in Chapter 4, the logo is no longer as powerful as companies once believed, as the marketplace gets more and more crowded, certain simple yet powerful icons are increasingly taking hold, creating an instant global language, or shorthand. For example, every Apple icon—from the Apple logo itsalf, to its trash can, to the smiley face you see when you turn on the computer—is singularly associated with the company, even when it stands alone. Did you know that Apple today owns three hundred icons, and that Microsoft owns five hundred?