Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.
Similar logos can turn up for several reasons, and some are so similar they make us do a double take. Originality is normally a key goal in logo design. When a brand's trying to stand out and make itself known and memorable, it doesn't usually make sense to look like another brand. Beyond potential legal issues, it would go against the idea of trying to forge a unique brand identity.
Founded in 1962, Korean Air took the colours of the Korean flag and put them into a shape inspired by the yin-yang symbol. Meanwhile, the Pepsi globe can be traced back to the cola brand's bottle tops in the 1940s, when it added blue to its red colour palette to show patriotism during World War II and differentiate itself from Coca-Cola.
A giant eye, combined with a stick figure so that the pupil doubles as the head, formed the National Film Board of Canada's distinctive 1969 logo. Known as 'Man Seeing', it was intended to symbolise a vision of humanity – and has since been reworked to crop in more tightly for its modern-day logo. Starbucks claimed copyright infringement, but the Korean Intellectual Property Tribunal disagreed, arguing that the marks were too dissimilar to be confused. The Tribunal's degree of impartiality is another question – but the underdog won this time. In 2011, with Lippincott's help, Starbucks later ditched its green circle and made the mermaid an even more distinctive, ownable brand asset.
The fact that Gucci's two 'G's and Chanel's two 'C's are both based on a geometric typeface doesn't help, as you essentially end up with overlapping circles at the core of the logo. But there are notable differences: the Gs face inwards, while the Cs are back to back. Gucci employs a thinner line weight, and the logomark is also used smaller relative to the wordmark than Chanel.
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