Logo & Corporate Identity | A doppelgänger of the stylized letter “F”. Separated at birth?


By Dian Hasan | April 13, 2010


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.

Dana-Farber Cancer Institute, a few diverse airlines; IcelandairFrontier AirlinesAir Florida, Japan’s Saitama City, Florens Container ServicesFoncière des Régions Property Development Group, France.

All brought together by a similar vocabulary of design language!


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!”

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 France, Iceland, Japan, USA and tagged , , . Bookmark the permalink.

One Response to Logo & Corporate Identity | A doppelgänger of the stylized letter “F”. Separated at birth?

  1. Pingback: Logo & Corporate Identity | Square mosaic doppelgängers | IDEAS INSPIRING INNOVATION

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s