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.
That probably explains the striking resemblance between the logo and corporate identity design of the above diverse companies, from different countries and industries.
Bleu Rouge, France; BASF and Deutsche Bank of Germany; Canvas Media, Belgium; Alliance & Leicester Bank, UK (part of the Santander Group); DTPS Framework Solutions, Datapas, The Netherlands; “See, Buy, Fly” Airport Shopping Concept, Schipol Airport, Amsterdam, The Netherlands (among the earlier pioneers that positioned an Airport as a Shopping Haven, which today is a given at virtually any airport around the world); Finstral Aluminum Windows and Frames, Germany; National Geogrphic; Nederlands Instituut voor Beeld en Geluid (Dutch Institute for Visuals and Sound), Hilversum, The Netherlands; Petersen Dean, Roofing & Solar Energy Solutions, US; THANN, Nature-based Skincare & Cosmetics, Thailand; Clean Showcase, Creative Work Portfolio; MyWay Storage, USA; Flocke & Avoyer, Commercial Real Estate Brokerage, San Diego, CA, Pressebox, Germany; Nationwide Insurance Co. and its subsidiary Allied Insurance Co.; North Shore Self Storage, Milwaukee, Wisconsin; Bluescue Design Firm, Manila, The Phlippines; USB Bank, Cyprus; Jazz on the Square, Woodstock, Illinois; Carlexa Furniture, Logo Concept; Trust Business Loans, USA; Ascure IT Security Consulting, a PWC Subsidiary Company, Belgium; Corporation for Enterprise Development (CFED), USA; Fundación para o Fomento da Calidade Industrial e Desenvolvemento Tecnolóxico de Galicia (Foundation for the Promotion of Industrial Quality and Technological Development of Galicia Province), Spain; Jon Rosser Consulting Co., UK; H&R Block, Tax Preparation Services, USA; Simplum, Supply Chain Management Solutions for the Farming and Meat Industries, Gliwice, Poland; Woodward Group, a Logistics Company, Manzanillo, Mexico; DOX Centre for Contemporary Art (Centrum Súčasného Umeni), Prague, Czech Republic; Unique Properties India, Luxury Real Estate Developer, Bangalore, India; Graphic Design Museum, Breda, The Netherlands; MOCA (Museum of Contemporary Art), designed by Japanese Architect Arata Isozaki, Los Angeles, CA, USA; Gerberit, Sanitary Ware and Accessories, Rapperswil-Jona, Switzerland; Microsoft, the world’s leading Software Co., Seattle, WA, USA; Shoe Land, online shoe retailer, Greece; London Residential, North West London Real Estate Brokerage Firm, UK; Hanson Readymix Cement, part of the Heidelberg Cement Group, UK; PACE Partners Consulting Co., Surrey, UK; PACE Consultancy Services Co., Ongole, Andhar Pradesh, India; Russian Direct Investment Fund (RDIF), Moscow, Russia; SquareTag, USA; Cooliris Photography App; Storage Etc, San Diego, CA, USA; Square Up, Mobile Payment App.; Djibouti Telecom; Stonegate Bank, Fort Lauderdale, FL, USA; The Square Boutique Hotel & Spa, Durban, South Africa; Bendles Solicitors, UK; Drukerei Lanzinger (Lanzinger Printing), Oberkirchen, Germany; AKW Medical, Medical Equipment Supplier, San Diego, CA, USA; Doors Etc., San Diego-based window and door retail store. Modern Analytics Data Mining and Data Solutions Co., San Diego, CA, USA; Byte Software, Loan Origination Software, Kirkland, WA, USA; Bluehost Webhosting Solutions, Orem, UT, USA; Financial Services Forum, UK; The BLOC Downtown, a new urban redevelopment of a mixed-use complex of retail, dining, living, and hotel in the heart of Los Angeles. Anchored by Sheraton Downtown, slated for opening in 2014. LarrainVial, a major financial advisory firm in Latin America, Santiago, Chile (with offices in Peru and Colombia); Elliott Bay Asset Solutions, Bellevue, WA, USA; Faure Ingénierie, a French engineering firm specializing in technologies for controlling particulate and molecular contamination. HDFC Life Insurance Co., a subsidiary of Mumbai-based HDFC Financial Group, India; Brussels, Belgium-based, European Cultural Foundation, an independent foundation that promotes cultural participation and cooperation in Europe and beyond. ECF awards grants for innovative work in the cultural field and is active in advocating European cultural policy. Bild-Kunst, a photography copywriting services firm, Bonn, Germany. Cambridge Blue Square Accounting Firm, Cambridge, UK; Harwood Levitt Consulting, Brussels, Belgium; Los Angeles-based Design Space Module Building; Deyaar Development, Dubai, UAE; RMI Property Management, Las Vegas, NV, USA.
All brought together by a similar vocabulary of design language!
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. “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!”