Logo & Corporate Identity | “X” marks the spot. Separated at birth?

Logo_Sleeping-Around_Pop-Up-Container-Hotel_www.sleepingaround.euindex.asp-taal=en_dian-hasan-branding_BE-2 PhotobucketPhotobucket

Logos and Corporate Identity are all about communicating messages through Signs and Symbols. What message and how it’s communicated has much to do with culture. Take, for example, a simple circle, it may carry different meanings. Universally it may mean an infinite shape, that has no beginning and end, and may depict wholesomeness, unity or solidness. Oh, and one more thing, once you apply color the meaning can change altogether. And this of course applies to other letters and symbols as well.

As culture never ceases to amaze how it defines identity of a people and how signs and symbols have been used throughout history to communicate. In the modern business world, it’s no different.

Check out these “X”s that adorn some of these very similar logos. Sling Beat online polling and research; XTMLized digital agency; US Army & Air Force Exchange; and OXXO eco-friendly CleanersMinuteClinic (part of CVS Drugstores), USA; Excite IT Partners, USA; Careers XYZ, Online Recruitment Solutions, USA; ESSAR, a Mumbai, India-based diversified business group; Sleeping Around, a Pop-Up Luxury Hotel Concept, made of shipping containers, Antwerp, Belgium.  

PhotobucketPhotobucketLogo_Sleeping-Around_Pop-Up-Container-Hotel_www.sleepingaround.euindex.asp-taal=en_dian-hasan-branding_BE-1Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-7Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-6Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-4 Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-3Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-5Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-2Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-1Sleeping-Around-Container-Pop-Up-Hotel_dian-hasan-branding_Antwerp-BE-8

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!”


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, Belgium, India, USA and tagged , , . Bookmark the permalink.

3 Responses to Logo & Corporate Identity | “X” marks the spot. Separated at birth?

  1. Pingback: Logo & Corporate Identity | Brought to you by the letter “X”. Separated at birth? | IDEAS INSPIRING INNOVATION

  2. Wonderful blog! Do you have any recommendations
    for aspiring writers? I’m planning to start my own website soon but I’m a little lost on everything.
    Would you propose starting with a free platform like WordPress or go
    for a paid option? There are so many options out there
    that I’m totally overwhelmed .. Any suggestions? Bless you!

    • dianhasan says:

      Hi Mia,
      Thank you for finding us and for your kind words! I’m glad you like the blog.
      My advice to any aspiring writer is: practice, practice, practice… just like in Real Estate where the golden rule is: location, location, location.
      With the free wordpress blogging platform it’s super easy.

      1. Start w/ a clear idea on area(s)/topics that are close to your heart! (Writing about something you like – regardless how random or mundane you think it is – is easier. It’s less of a burden).
      2. Create your wordpress.
      3. Give it a simple blog title that clearly describes what it is, and is memorable.
      4. And just write, write, and write.
      5. As your reputation spreads, and you connect w/ other like-minded people, you’ll find your audience.
      6. Promote your blog via Social Media tools like: Twitter, Facebook, Pinterest, Linkedin, etc.
      7. When starting – be kind to yourself, manage your expecations, and keep it “real”. I didn’t know there’d be an audience out there when I started, I just started writing, and I didn’t have crazy expectations either.
      8. Once you’re comfortable w/ your writings, you’ll find other blogs w/ similar themes, you can then offer to exchange links or guest blog.
      9. Have fun w/ blogging. Don’t let it become a burden. If you can’t write regularly that’s perfectly fine.
      10. Keep your posts short. Visuals always work better. Remember that we live in an ADHD world (people can’t focus more than 5 seconds, and everyone’s multitasking and is easily distracted!!!).

      Hope that helped.

      san diego

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