Logo & Corporate Identity | Doppelgänger. Separated at birth?

By Dian Hasan | April 7, 2010

Logo_Gewerbe-Radio_www.gewerberadio.de_dian-hasan-branding_DE-2Logo_Continental-Airlines_OLD-LOGO_dian-hasan-branding_US-2Uploaded from the Photobucket iPad AppLogo_Nord-Stream_dian-hasan-branding_US-2Uploaded from the Photobucket iPad AppLogo_Ràdio-Altea_www.radioaltea.comwebradio_dian-hasan-branding_ES-2

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.

Konica Minolta, US-based Continental Airlines (OLD LOGO used between 1967 – 1991, designed by Saul BassAT&T (the old logo); Rexel; Signal House Ltd., Collis Engineering, and Collis Civil Engineering, subsidiaries of Collis, UK; IMA (Institute of Management Consultants), USA; Gewerbe Radio, Germany; Nord Stream, Zug, Switzerland, Nord Stream is a natural gas pipeline through the Baltic Sea. The pipeline is a key factor in securing energy security in Europe; Ràdio Altea webradio, Spain. 

All brought together by a similar vocabulary of design language!

Logo_Continental-Airlines_OLD-LOGO_dian-hasan-branding_US-1Logo_Gewerbe-Radio_www.gewerberadio.de_dian-hasan-branding_DE-1Uploaded from the Photobucket iPad AppUploaded from the Photobucket iPad AppLogo_Nord-Stream_dian-hasan-branding_US-1Logo_Ràdio-Altea_www.radioaltea.comwebradio_dian-hasan-branding_ES-1

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!”

Inspiration: Logo Design Love; Logopedia


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Germany, Japan, Switzerland, UK, USA and tagged , , . Bookmark the permalink.

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