Transcending even the need for a logo

When a brand can dispense with its tradename and can be unmistakably recognized with its brand mark -logo - alone, it's made it into popular culture.
Nike's swoosh, Target's bullseye. Apple's, well apple.

But on Lexington avenue this week on two sides of a phone booth were promotions for a popular film that carried absolutely no brand name, or brand marks or even a message other than the characters from the film. The point: if you know, you're supposed to; if not you're not.

This Harry Potter is truly a cultural phenom.