It’s ironic that some organizations spend significant amount of money to create a new brand logo and corporate identity, then launching it with much fanfare, only to discover that their fine new logo looks eerily similar to other organizations in another corner of the world, thousands of miles away!
The similarity between US-based technology company NetApp, and Dutch-based Novatio is striking. They not only share the same shape, but also the color is a similar blue albeit in a different hue. Same source of inspiration? One could only wonder. It sure has NetApp and their branding team thinking! No doubt!
We live in a visual world, where every logo, symbol, sign, coterie of words with interesting fonts and even a single letter, has a meaning, and is used to communicate a message. This is all part Semiotics, the study of signs and signals. And in business, it’s wise to understand the role of Semiotics in brand-building.
The art of designing an entire company’s ideas, ethos, knowledge and future in one logo and corporate identity is an integral part of the visual branding. Of course there’s more to branding than meets the eye!
Most of today’s organizations are well-versed in this communication medium. Some are still struggling, however, to put into a logo the values and positive traits they want captured. And there are some others that are very similar looking, albeit representing completely different organizations. (click on the picture for more info).