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White Backgrounds.
Experience shows that branding often does not show up on a white background.
TV, video and now digital cameras do not handle glare well and so "white out" the text. An example is attached to illustrate.
To combat this effect, indeed make it work for you, we recommend that where possible text should be white, as then it stands out from a darker background which absorbs the glare.
Reversing a logo this way is a technique quite common amongst most major brands.