“Rather than rely on obvious logos, expensive products use more discreet markers, such as distinctive design or detailing. High-end consumers prefer markers of status that are not decipherable by the mainstream. These signal group identity only to others with the connoisseurship to recognize their insider standing.”
”[…] it was not that insiders simply had a dislike for logos. Instead, they avoid them in identity-relevant domains to distinguish themselves from mainstream consumers who buy such products to show they’ve made it.”