The internet has brought the world to our fingertips like never before. Images that we’ve never had access to, or could only see on TV or read in the news, are now in cyberspace. All awaiting our discovery… that is if you know where to look.
Having the world so much closer, and on our screens, also means that we can see how more similar we all are. How we see our own immediate environments and how that inspires us. Including how businesses and organizations communicate their message through their identity.
That probably explains the striking resemblance between the logo and corporate identity design of the above diverse companies, from different countries and industries.
RBS (Royal Bank of Scotland); US-based Corepoint Health, Rhode Island-based Citizens Finance Group that includes Citizens Bank; Cyprus International Fair, Nicosia, Cyprus; The Valley Economic Alliance, San Fernando Valley, Los Angeles; Bioness; Saddleback Memorial Hospital, Orange County, California; Bangkok-based Central Retail Group; Student Central enquire and service center of the University of New South Whales (UNSW), Sydney, Australia; Cleveland, Ohio-based Charter One Bank, and Auckland International Airport; Episcopal Charities, USA; QNB (Qatar National Bank).
All brought together by a similar vocabulary of design language!
Auckland Airport has since changed their logo. A stylized “A” now adorns the logo, accompanied by clean, modern and simple font.
Logos are, after all the primary visual identity that the outside world sees. The internet has enabled us to see the similarities in corporate identity from distant shores, representing organizations that are vastly different and yet have somehow been inspired by the same idea.
And although two logos may be close to identical, the message they emit is not the same. For its the meaning that customers attach to them according to their culture that gives them the value.
In other words, a logo is a sign or symbol that carries a meaning. And like my old professor used to say: “People can only value things that have a meaning. And because everything has a meaning, therefore, it has a value!”
Or in other words: “People value more what things mean than what things are!”