If you think logos, corporate identity and any other brand logos are truly original these days… think again.
There’s plenty company, the world over. Whether doppelgängers, look-alikes, wannabes, copies, or plain plagiarism, similarities abound. Sheer coincidence? Hey, in the era of internet, anything is possible! An ever changing, ever amassing encyclopedia of visual identity is just a click away.
I’ve found them, surely others have too! (I meant all the graphic designers, web developers, and brandologists who may have been inspired by the same visual!)
France’s Yellow Pages, Pages Jaunes; Portuguese Power Company, EDP, Engergias de Portugal (formerly known as Electricidade de Portugal), Amazon; Smile Dental; Peel District School Board, Canada; German travel conglomerate, TUI Group Travel Agent, Germany; TUI Fly Airlines, Germany; ArkeFly Airlines (Subsidiary of TUI Fly Airlines); Face Charity; UFood Grill Fast Casual Restaurants; TiVo; now defunct Czech Mobile Operator, Oskar (acquired by Vodafone in 2005); Hasbro Toys; Mapplo Interactive Guide, Argentina; MEET (Meet Enterprising Entrepreneurs Today), Singapore; Zoomonga Photo Sharing Portal; Swoopo, US; LG Group, South Korea; Yenibiris, Turkey; SMILE Mentoring of Seneca College; Z Cultura, Zaragoza, Spain; Reading Is Fundamental (RIF), US nonprofit children’s literacy organization; UK law firm from, RJR Solicitors; Anoncer Jaunes, Property Showcase Website, France; Specky Boy, Online Design Magazine; Level 1, Logo Concept; Face Value Dental, Brisbane, Australia; Fünf Wines, German Riesling, CA; Fabreze Room Freshener’s “Breathe Happy” Campaign; NÜ Car Rentals, International Rental Car Consortium, Mexico; Mikind Charitable Drive; Brothers Grinn Comedy Club, Logo Concept; ARGOS online shopping, UK; ConAgra Foods, USA; employee engagement icons Quantum-Workplace, designed by Oxide Design of Omaha, Nebraska; Keen Guides, Travel Guide Mobile App, designed by Oxide Design of Omaha, Nebraska; Blink 182 Album Cover; Smiling G Daycare Centers, Quebec, Canada; Neff Clothing Co.; Jakarta-based Autocillin Car Insurance (subsidiary of Adira Insurance, part of the Toyota Astra Automotive Group; Indonesia’s leading Business Group); Jerrod Maruyama, Graphic Design Artist & Illustrator; Big Orange Self-Storage, Singapore; Alliance for a Healthier Generation Campaign; Früute Boutique Bakery & Tart Shop, Los Angeles; Family Friendly Travel Destination/Tourist Attraction Campaign from Tourism Ireland; Smile Software & PDF Pen; Tiny Pay Me Online Marketplace Portal; Sylvan Tutoring & Learning Centers, USA; Amigo, an app developed by Barenaked App, London, UK; Successfactors‘ “Success Connect” 2012 Global Conference (Successfactors is a subsidiary of SAP), London, San Francisco, Sydney; Sun Smile Plush Toy specialist, Singapore; Belgium-based Telenet Telecom, Broadband and Cable TV services provider; All Smiles Dental, Jacksonville, Florida; MAD Nests, an iniative from Mad for Peace; Bangkok-based NOK Air (Low Cost Carrier; “NOK” is Thai for “Bird”); Smile Taxi, Riga, Latvia; Smile Biotech, Turin, Italy; Cosmo Japanese Supermarket, Jakarta; “Bulan Kesehatan Gigi Nasional” (“National Dental Health Month”), Public Dental Health Awareness Campaign from Unilever Indonesia; Maruchan Japanese Ramen Noodle Brand; Sabritas, Snack Brand for the Hispanic and Spanish-speaking Markets, Lays, Mexico, USA; Smartzio Software Training; Sunday Solar Energy, Israel; It’s Good 2 Give, UK-based Charity Organization; Greenplum (a division of EMC Corp.) a Big Data analytics company in San Mateo, CA, USA; Outbrain content discovery platform on the web, NYC, USA; Goodwill Industries, a US-based Charity Organization. The German City of Düsseldorf, rebranding campaign, designed by BBDO Germany; CGI, Canada-based Information Technology and business process services firm; Genus Bio-Technology, Hampshire, UK; Dreamhost web-hosting, USA; Curbside Hospitality, Valet Services, Beverly, MA, USA.
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!”