Logo & Corporate Identity | When arrows and boomerangs come together. Separated at birth?


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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.

MGMA Medical Group Management Association; Frankfurt International Airport; US-based Cuane IT Company; Greece-based Netronix IT Co; Newcastle Airport in Australia; Nordstar; Friesland Campina Dairy Producers, The Netherlands; AsiaWorld Expo in Hong Kong, and France’s Lyon International Airport; Polaris Risk Management & Insurance Services, Concord, CA; CSC (Center for Science), Finland; Teltech Nusantara, Telecommunication Services, Jakarta, Indonesia; Laser Optics Berlin, International Trade Fair, Berlin, Germany; CEPSA Energy and Petrochemical Company, Spain;  KPEI (Indonesian Clearing and Guarantee Corporation), Kliring Penjaminan Efek Indonesia; TelMap, an Intel Company; Regional Medical Center of San Jose, CA, USA; Tricor Business Reports, USA; Praxis Engineering, Annapolis, MD, USA; Context Media, ECI (enterprise content integration) solutions provider, USA; Shared Care Charity, Scotland, UK; CBE Group, Debt Collection Solutions, USA; PEDECIBA (Programa de Desarrollo de las Ciencias Básicas), Development Program for Basic Sciences, Uruguay; Toronto Pearson International Airport, Canada; NYC-based BGC Voice and Electronic Brokerage Co. 

All brought together by a similar vocabulary of design language!

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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 Australia, Canada, China, Finland, France, Germany, Greece, Hong Kong, Indonesia, Spain, The Netherlands, UK, Uruguay, USA and tagged , . Bookmark the permalink.

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