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Sema semen steamer

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The Essential Guide to IT Transformation

Sema aflame with vital energy
Acer turns green at the gills

Aaron Tucker is among many readers who thought that Sema's new logo had a distinct reproductive element:

Hmm..just a stupid comment. I was staring at this logo and thought:

Pervert in me: "Little blue thing = sperm. Litle orange thing = egg.."
BOFH in me: "With the black Nike rip on the right, it looks like the one-eyed smiley from Hell"
Hippy in me: "A cloud over the sun and a gull flying by."
Together now: "uhhh, if you stare at the orange dot long enough, a little white dot starts to float inside...I think the sperm is getting too close."

But hold on, what about this from Chris O'Shea:

I *love* the new logo, who else but Sema would have thought of using an evil clown smiley ;-) as a logo?(definitely has flame for right eye, orange button nose, evil smirk and "sema" plunged into the missing left eye socket ... how symbolic!)

Moving swiftly on to Acer, Hermit reckons he's got a lead on its marketing department:

"According to the blurb: the new identity sports a vivid green, representing life, etc., ad nauseum...."

I had a Prof. in college that spouted the same crap. He wore argyle socks and pinstriped shirts, ate alfalfa sprouts and bean curd. Who ever wrote the Acer ad is either related or went to the same school......

Also, we have Duncan Ellis, who's been at the dictionary again:

It's obvious from the Acer press release that they need a dictionary: they use 'infer' where they mean 'imply'. Twats.

Finally, here is an anonymous analysis of our own logo:

The Register's bold and uncompromising identity combines elements of wit, a stirring motion and just a hint of cynicism. The vibrant red colour treatment reflects our fearlessness even in the face of punishing abuse and serious injury. It says steadfast and indomitable. It says forthright and rude. It says we are independent of everyone except our lawyers.

Our forward-looking agenda is emphasised by the italicised, bold typeface (positioned at a unique and secret angle to the vertical designed for us after 18 months careful research by corporate angle consultancy Straight Sideways). With it we strike forth into the unknown future, unflinching in our search for truth, leaks and press releases.

Overseeing and guaranteeing the purity of our vision is the vulture motif. Enclosed and protected by the shield of rightousness (represented by the black disc) the noble vulture scans the horizon, ready to descend upon the corpse of the weak or mortally wounded and rip its guts out.

Not bad, but not nearly pretentious enough. We were thinking of getting a press release together, but couldn't be bothered. So we'll let you lot do the work. An exclusive Reg lapel pin goes to the most overblown and preposterous meanderings about our logo. Email your entries to us here. Winner will be announced in next week's letters.

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