Since the early days of military regalia, displays of social standing have adorned a specific part of the body: the left breast. Emblems and medals were worn over this spot because – for left-to-right readers – that’s where our gaze tends to land. Modern brands have continued this attention-grabbing tradition, and commonly opt to position their logos on garments in the same place, which also happens to be over the heart. Brand affiliation immediately presents to others something about who we are (or who we aspire to be), and logos have therefore become intrinsically linked with identity and self-expression. So the left breast is effectively prime advertising real-estate for ourselves.
