A British car marquee and Cricket Equipment Maker; an American bus company, Farming Equipment Manufacturer, Film Production Co., Thoroughbred Horse Racetrack, and Classic Sportscar Marquee; German sportswear Brand; Dutch Bicycle Brand; a French luxe brand, Australian Airline, Wine Distributor, Education Promotion Board; Indian Stationery Manufacturer; Coachmen RV (Recreational Vehicles); Porsche; Wells Fargo Bank; Gallop South Thoroughbred Racing, New Zealand; Chevrolet Impala; and Spanish fashion brand, Transindo; MGM Grand Hotel & Casino, Las Vegas, UK Bank, Lloyds TSB; Bimba & Lola, Animal Planet (PS: ok, this pachiderm’s not exactly leaping!); Signs and Decals Specialist; Le Tigre Clothing Brand; NYRA (New York Racing Association); Women’s Horse Industry; Fox Photo; UTPA (University of Texas Pan-American); Deer Crest Master Association; all display logos adorned with leaping animals.
You don’t need to search far and wide to realize that the modern homo sapiensis is inspired by the same thing when it comes to creating logos and corporate identities. 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.
“People only value things that have meanings.
Brand building occurs when brand owners understand the meanings of their brands in the customers’ minds. The strongest brands are those that are able to connect with customers on an emotional level through an engaging relationship built on mutual trust. Just like an old friend.
Recognizing this is key to building stronger brands that go beyond functional, and tap into the emotional and symbolic meanings. After all, people value more what things mean than what things are!”