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.
US-based Spanish-language Broadcast TV Network, Telemundo; Aozora Bank of Japan; Coaster Commuter Rail, North County Transit District, San Diego, CA; Proposed logo for Creek Road Development; Barking & Dagenham College, Barking, UK; Bank of Shanghai, China; Australian Landscaping Co., SoilCo; and DirecTV; Silver-Creek Portable Classroom Developer, USA; Dorset Fire & Rescue Co., UK; Peruvian-American Business Chamber of Georgia; American Sportsworks distributor of outdoor off-road recreational vehicles, US; Lofton Creek Records of Tennessee, US; Stewardship in Action, King County, WA; Beach Body and Team Beach Body Fitness and Weight Loss programs; Land Visions Landscaping, Atlanta, GA; Yanghe Co. of China; BODHost website hosting service co., UK; Cold Creek Wellness Center, Utah; Pathways Interventions Rehabilitation Center; North Carolina Ecosystem Enhancement Program; Project Clean Stream of the Alliance for the Chesapeake Bay; Texas Power & Utility Co., Stream Energy; North America Bus Industries; Beech Street Corporation; Canton Museum of Art, Canton, Ohio; Summit Logistics, Burnaby, BC, Canada; Rocky Soft Corporation, Inventory Management Solutions, USA; Mt. Sierra College, Monrovia, CA; Atlantic Technology, Audio Specialist, USA; Suntech Power, Solar Panel Manufacturing Co., USA; Rails to Trails Conservancy, nonprofit organization based in a Washington, D.C.-based Non Profit Organization whose mission it is to create a nationwide network of trails from former rail lines and connecting corridors to build healthier places for healthier people. And there’s also: Belltech Suspensions, Sport Trucks, USA; Boss Software, an Oracle Company, CO, USA; BankDirect, internet banking division of Texas Capital Bank; Charlotte, North Carolina-based Duke Energy; Deluxe Corporation, Online Business Services, MN, USA; Autopista Costanera, Costa Nera Highway, a subsidiary of Grupo Costanera, the largest urban toll road operator in Chile; Technology Solutions of America, Orlando, Florida; EMLYON Business School, Lyon, France; The Riverside Co., LBO (Leverage Buy Out) Specialist, USA; Triple Triangle Digital Printing Solutions, USA; SUNY GCC (State University of New York Genesee Community College), NY, USA; Provia Doors & Door Accessories, USA; Incase, Electronic Gadget Casing, Accessories, and Luggage, USA; Dumankaya, Property and Real Estate Developer, Istanbul, Turkey; Austria Premium Trend Hotels & Resorts, Austria; Austria Trend Hotels & Resorts; Trans Advantage Trucking Co., USA; The Geological Society of America; NATS (National Air Traffic Control Services), UK.
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!”