Feeds

Corel in transcendental makeover

Excuse me while I kiss the sky...

  • alert
  • submit to reddit

High performance access to file storage

Corel's dualistic new logo


When a company has a corporate makeover, it indicates one of three things:

  • It wants to get in touch with the child within
  • Its logo has offended the religious sensibilities of some potentially lucrative market
  • It's in financial difficulty.

In the event of the latter, the rebranding is known technically as 'shifting deckchairs on the Titanic', and was a sure sign that telecoms kit manufacturer Lucent was in trouble. Then there was all of the Computer Associates malarkey, a company that fits none of the above categories (there isn't one for getting in touch with the beast within, is there?)

Now Corel has announced a revamp, complete with new logo. It's not just a logo, though - it's a complete philosophy in a gif. Take it away, Robert Travers, Creative Director of Corel's inhouse Agency:

The logo was reworked to modernize it, with the goal that it would mirror the new corporate direction. The choice of font and colours reflects this evolution.

The logo was inspired by what I call the moment of inspiration. It happens when what you're working on starts to come to life. You lose yourself in your drawing and time has no real meaning. You become at one with your surroundings, yet you are lost within them. You are at peace, yet you have a rush of adrenaline. These dualities inspired the use of the yin yang element in the shape of the head.

This astounding piece of fiddling while Rome burns was written no doubt to the sound of whalesong and the pungent aroma of joss sticks. Things must be bad.

You can read the whole press release here. It's not for the faint hearted. ®

Related stories

Computer Associates shows its true colours
CA is 'friendly, open, trusted'

Top three mobile application threats

More from The Register

next story
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Record labels sue Pandora over vintage song royalties
Companies want payout on recordings made before 1972
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Ex–Apple CEO John Sculley: Ousting Steve Jobs 'was a mistake'
Twenty-nine years later, post-Pepsi exec has flat-forehead moment
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
Number crunching suggests Yahoo! US is worth less than nothing
China and Japan holdings worth more than entire company
prev story

Whitepapers

SANS - Survey on application security programs
In this whitepaper learn about the state of application security programs and practices of 488 surveyed respondents, and discover how mature and effective these programs are.
Combat fraud and increase customer satisfaction
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Top three mobile application threats
Learn about three of the top mobile application security threats facing businesses today and recommendations on how to mitigate the risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.