Who needs a logo?

Column with MAC name in multiple fonts, Hudson's Bay store, Vancouver, BC

Column with MAC name in multiple fonts, Hudson's Bay store, Vancouver, BC

Column with MAC name in multiple fonts, Hudson's Bay store, Vancouver, BC

Column with MAC name in multiple fonts, Hudson's Bay store, Vancouver, BC

For most brands the logo is sacrosanct. You don't mess around with the font or colour. There are usage guidelines for every conceivable use. Colour or black and white, print or online, CMYK or RGB.

But with this wrapped pillar MAC has turned those conventions on their head.

I wonder if this is a one off display of inconsistency, or if I will see this elsewhere?