It’s no secret that the color red ranks high on visibility, and that’s exactly why so many brand logos incorporate this color into their logo design. What I found surprising was the diversity of organizations, representing virtually all economic sectors, spanning the entire world.
Some of these logos are characterized by the red boxes they’re housed in. LEGO, Asian Cultural Council; The Art Institute of Chicago; Blank bike parts; Colombia’s Juan Valdez Cafes; National Robotics; Finland-based Durat eco-friendly post-industrial surfaces; DPP Urban & Sustainability Planning; Red Square Vodka Bar, Jakarta, Indonesia; PAAM Recruiting, UK; The North Face Adventure Travel Gear; Levi’s 501 Jeans; UK-based Kenway Environmental Services; South African Red Cube PR & Branding Communication Agency; London School of Economics, IT Services Dept.; Gadget.
Who’s inspiring whom? 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 irregularly and without our control, 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.
After all, a Logo is the primary visual identity that the outside world sees. And 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. All brought together by a similar vocabulary of design language!
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!”
“People value more what things mean than what things are!”