Logo + Corporate Identity | Square mosaic doppelgängers


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.

Alliance & Leicester Bank, UK (part of the Santander Group), Tapestry Senior Living, Toronto, Canada; Volaris Airlines, Low Cost Carrier (LCC), Mexico; Capisci Modules, Financial Insights Software, The Netherlands; Essential Elements Ventures, USA; NPR (National Public Radio), USA; VARIE (Visual Arts Research Institute), Edinburgh, Scotland, UK; Vocal Tapestry, NYC; Intelligent Cities Program of the National Building Museum, Washington, DC; Hughes Marino, Tenant Representation, San Diego, CA, USA; Etola Group, Finland; Bretagne Chamber of Commerce and Industry (Chambre de commerce et d’industrie de région Bretagne), France; Bendles Solicitors, UK; Drukerei Lanzinger (Lanzinger Printing), Oberkirchen, Germany; Bandsquare, Artist & Venue Forum; OCAD (Ontario College of Art and Design) University, Canada; Inuk Networks, UK; Shang Xia by Hermès (a luxe division created specifically by The Hermès Group for the China market); Capisci Modules, The Netherlands; ALT Hotels by Groupe Germaine Hospitality, Canada. 

  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!”


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 Canada, China, Finland, France, Germany, Mexico, The Netherlands, UK, USA and tagged , , . Bookmark the permalink.

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