Every once in awhile I'll notice a new marketing trend going on, and it's amusing to watch it progress. Oddly enough, the high-powered (and highly paid) marketing execs don't seem catch on very quickly -- which is exactly what they're supposedly paid to do! I'm not a trained professional marketing type, so don't put any weight on my commentary. On the other hand, this is probably why I can look at this stuff objectively. So, here's the latest example of lemming marketing. Logo's with rings in them.
I've noticed that every company apparently thinks they need a new logo
which must be based on one or more rings or partial rings. It's amazing
to watch as these marketing trends build up steam. Every marketing
company in the world starts creating similar logos and selling them to
their customers as if they've just created something new, different and
brilliant. The companies, in turn, buy something they believe is
and unique and able to be trademarked. And soon everyone has nearly
the same logo. I've collected some examples of one of the current trends
which I call: logos with rings. Usually partial rings tilted
and crossing one another. In other words, forming images of Saturn,
the ringed planet, or images brought back from the 50's of the electron
flying around the atomic nucleus.
My guess is that this is the logo that re-started it all. Sure, the atomic images had died out. Then Saturn brings back the rings, and it's only a matter of time before everyone wants one!
Bluestone Software is the company. Sapphire Web is their big product. That's a pretty good marketing start. And Sapphire Web is one of the leading web tools around. I just don't have the foggiest idea how one manages to convince such a company that they need a logo that looks like the planet Saturn.
And now, for your viewing pleasure, the Bluestone logo flipped on it's side!
They liked the ring logos so much they named the company after it! In all fairness, Orbital's web page claims they've been around since 1982. Don't know how old the logo is, or their name, for that matter.
The Baby Bells are ringing too!
Net Dynamics, in the same market as Bluestone. With the same logo
Perhaps Trendy Micro would be a bit more accurate. But that aside they seem to be a nice company.
These guys really are into the ring trend. They have yet another logo for their product "Arena" which really looks a lot like the Network Associates logo below, but I couldn't find a GIF of it (I've seen it in a magazine).
Can you use rings to make one of the most angular letters in the English
alphabet? I knew you could.
You should have seen the old StorageWorks logo. Talk about font-abuse.
Although this logo at first glance doesn't seem very ring-like, upon closer
inspection it has an epliptical circle surrounding a central circle. In
addition, I'm certain that I've seen some television ads from this company
which use an electron circling the nucleus sequence which then forms into
their logo. But I could be wrong. It's happened before. At least I think
No, I don't know why this one is here either. I mean, if this is here, shouldn't the Infiniti logo be here too?
Though I had to include this major ring logo, it clearly isn't a saturn rip-off and is definitely unique. Heck, it has enough irregularities I bet their own graphic arts people have trouble drawing it the same way twice.
I really wasn't going to include this one, but it wins out of sheer volume.
As I flipped the pages of a few magazines looking for additional examples,
my eyes constantly hit on this logo, and after rejecting it a hundred times
I gave up. But these gusy weren't really following a trend, and they certainly
did a good job of marketing. Too good, perhaps, as Andy Grove notes in
his book "Only the paranoid survive" -- when the Pentium floating-point
error was discovered, everyone knew that there was an Intel chip inside.
The book is good reading, but I digress.
Finally, here are some more of the many rounded
logos (venerable McGraw-Hill has fallen for the craze with quite a nicely
overdone "MG" ring):
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Copyright 1998 Robert L. Oliver
The views expressed here are the author's. Would anyone else be this opinionated?
Last updated 19-May-1998