Companies may be separated by oceans in vastly different countries, yet when it comes to the visual journey of how their companies and businesses present their “faces” to the world, similarities abound.
Like these logos. French Oil Company, Elf Aquitaine, which is now part of Total Energy Company; Korea’s Tourist Promotion Board, peddling the country’s attractions via a slogan entitled “Korea Sparkling”; Linko Data Systems, USA; MMS Mobile Messaging Solutions, USA. The similarity is striking. Unavoidable, in our ever-connected world!
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.