Feeds

Corel in transcendental makeover

Excuse me while I kiss the sky...

  • alert
  • submit to reddit

The essential guide to IT transformation

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'

Secure remote control for conventional and virtual desktops

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
Kaspersky backpedals on 'done nothing wrong, nothing to fear' blather
Founder (and internet passport fan) now says privacy is precious
TROLL SLAYER Google grabs $1.3 MEEELLION in patent counter-suit
Chocolate Factory hits back at firm for suing customers
Facebook, Google and Instagram 'worse than drugs' says Miley Cyrus
Italian boffins agree with popette's theory that haters are the real wrecking balls
BBC: We're going to slip CODING into kids' TV
Pureed-carrot-in-ice cream C++ surprise
Twitter: La la la, we have not heard of any NUDE JLaw, Upton SELFIES
If there are any on our site it is not our fault as we are not a PUBLISHER
Sit tight, fanbois. Apple's '$400' wearable release slips into early 2015
Sources: time to put in plenty of clock-watching for' iWatch
Facebook to let stalkers unearth buried posts with mobe search
Prepare to HAUNT your pal's back catalogue
prev story

Whitepapers

Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Advanced data protection for your virtualized environments
Find a natural fit for optimizing protection for the often resource-constrained data protection process found in virtual environments.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.