Hell, no, we won't logo...

I was buying a new car recently and I was asked if I wanted it "debadged". I'm aware of this "service", of course - a bit like having your hair cut or liposuction it is one of the few services in which you pay more to walk away with less - but it has always slightly mystified me. I have no particular desire to hide the model of car I am buying, so why bother? The salesman smiled. "Very well Sir", he said. and was going to leave it at that.

Out of curiosity, I asked him what sort of customer said yes. His answer was an interesting object lesson in reverse psychology. It seems that debadging is most popular with those buying base models. They opt for it so that they do not have anything on the back of their cars that declares they have gone for the cheaper option. The irony is, the salesman continued, that it is for the most part only those buying base models who choose to debadge - those who can afford the top of the range have no issue in "flaunting it". Thus, he pointed out with a certain degree of schadenfreude, if you see a debadged car, it is almost by definition equipped with cloth seats, small wheels and a socially inept owner.

This led me to thinking. One of the stranger sub-plots in the world of Leica is the desire to eliminate the red dot; remove from the front of the camera that which proclaims most loudly that you are using a high-end piece of photographic equipment. There are regular threads on fora seeking views on the best tape to use, or the best means to eliminate not just the dot but also the white lettering. Gaffer, duck, duct, insulating, etc - all have their adherents (sorry!).

So what is going through these people's minds? The most oft-expressed desire is to make the camera more "stealthy"; to present a more ninja-like face to the world. The theory goes that the red dot catches the eye and the "decisive moment" is lost.

Bollocks.

What catches people's eye is a 160-lb bloke dressing like Action Man night-stalker, making sudden movements as if he has mallards in his underpants and waving a camera in their direction. The red dot, or lack of it, has no bearing in this situation.

Let's move on to justification #2 - "I don't want to attract the attention of thieves". In this case our taper has moved to a specific class of people by whom he doesn't want to be noticed. That red dot just SCREAMS money, doesn't it?

Bollocks (again).

The average street thief is a) opportunist b) unaware of the Leica price list c) not choosy. A camera is a camera. The thought of someone initiating a mugging and then saying - "oh sorry, mate, didn't realise that was a Niktax 3000P - thought it was the far more valuable 30xls. Sorry to bother you, mind how you go..." - is not really credible, is it? A camera is a camera - it is something you have, that they do not, and something that they can sell for money. It's that simple.

Red, and proud of it...

Sooo... Justification #3 - "I don't want to be seen using an expensive camera to shoot poor people." ...I love this one. Anyone who follows this philosophy really shouldn't be allowed out on their own. Let's turn it on it's head - a great way to test any argument - "I only want to be seen shooting poor people with a cheap camera." - Well, let me put it this way; if I were pushing a Lidl trolley along the embankment, dragging my cardboard after me and swigging from a meths bottle and two photographers approached, one with a cheap disposable, and the other with an M9, I know which is more likely to catch my good side - that's the one without the suppurating sores and alopecia. If this is truly an issue to you, just stick to shooting the sort of still-lifes and landscapes so beloved of Amateur Photographer - nice, safe, anodyne and completely non-confrontational.

...and that brings me neatly on to justification #4...

Aesthetics.

Yes, aesthetics matter. And to some extent, this is the one justification with which I have some sympathy. Here's my confession - I don't like logos. If a company would like to pay me for advertising their product, I will gladly do so, but I am neither famous nor high profile enough to be sponsored, so that isn't going to happen.

I had a splendid dispute with a car salesman (yes, another one) a few years ago. I was buying a Land Rover Discovery; the Series II model that still had the spare wheel on the back door. Now, I object to advertising a dealership, so asked politely for a plain spare wheel cover. Not only was this request refused (I later bought one myself) but also my request for no cover at all; I was told that the Sales Director would not allow a car to be driven off their forecourt without a suitably tacky cover shouting their name.

In the event, and having nearly cancelled my order, I came to what I saw as a suitable compromise; I collected the car, complete with stencilled cover, drove it all of one yard across the forecourt, got out and removed the offending article, before frisbeeing it up on to the showroom roof. It described a graceful arc, and settled somewhere highly visible but inconvenient. The salesman smiled - his responsibility was discharged - and my vehicle was no longer a 4x4 billboard.

But that's one thing, and easily dealt with. I would never dream of buying an article of clothing that proclaimed "Nike" or "O'Neill", or any of a number of other brand names. I may be a Bill, but I am not a board. However, I have never let a logo stand in the way of ownership either. I have never bothered about having "Olympus" or "Leica" on a pentaprism, and I am not about to start now. It is an integral part of the design, an integral part of the product. Nobody removes the Spirit of Ecstacy from a Rolls Royce, so why worry about that little red dot?

For those to whom it really matters, there is one simple alternative - buy a Leica old enough not to have the dot - suddenly all your problems are solved. Ok, it won't be digital, but for many who seem to care about such ephemeral matters, I have a sneaking suspicion that it won't really matter - it's all about appearances. After all - who actually takes pictures with anything other than a cameraphone these days...?

Bill

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