Logo & Corporate Identity | Same “X”, different shape


Who’s inspiring whom?  The advent of 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, 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.

Collis, Secure Transaction Services; X-Rite; TelCo Cuba, a Telecommunications Services Co. 

Uploaded from the Photobucket iPhone App

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 and logos 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 according to their individual taste and culture that gives them the value.

In other words, a logo is a sign or symbol that carries a meaning, because in the end: “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.
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2 Responses to Logo & Corporate Identity | Same “X”, different shape

  1. Al says:

    The X-Rite logo is a reduction of a jeweler’s loop. The Collis logo is a symbol of being part of a larger multi-part organization. Your speculation shows you are trapped inside your own box. It is very easy to see how these two company’s and their logo designers never saw each other’s logos. You need to think beyond simple explanations and use more than one example when supporting what amounts to no more than a brain fart.

    • dianhasan says:

      Hi Al, thanks for finding my blo and taking time to write a comment. I’m a Brand Strategist with http://www.mindcode.com and http://www.kompasstrategy.com and maintain this blog as a personal blog to share my experience working with various clients from around the world. I’m not a graphic designer and by no means am pretending to be one. I am, however, a very visual person, and I appreciate architecture and design immensely. My series on similar logos are merely my way of keeping track of similar visuals of logos & Corp identities that I stumble upon on the net or via my travels. It fascinates me that in our connected world we’re able to see just how much more similar we all are, be they brand builders, designers, marketers and advertisers. Well… Anyone really!

      I appreciate your pointing out the theory on graphic design. Let’s stay connected. Ciao, Dian

      I appreciate your pointing out the theory behind graphic design.

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