Bridges 2011 Short Paper

Symmetry, Marks and Meaning: Observations from Brand Identity Design
J.L. Marsden and B.G. Thomas
(Proceedings pages 519–522)


Organizational symbols are said to be a reflection of organizational strategy, and therefore are designed with the intention of communicating some aspect of a given organization. However, whilst it has previously been noted that symmetry is prevalent in abstract corporate symbols (predominantly by organizations in the financial sector) there has been little systematic investigation into the communicative potential of symmetries within the context of organizational symbols. This paper presents the findings of a survey of the top 100 financial brands (based on global brand value) and discusses the frequent occurrence of symmetry within these symbols.