Feeds

Whalesong-driven rebranding madness spreads to Spain

Quarantine fails to contain Strategy Boutiques

  • alert
  • submit to reddit

Business security measures using SSL

LogoWatch

That albertis logo in full

Well, despite the best efforts of the Spanish, it appears that the highly-infectious tendency to compose florid eulogies to corporate logos while listening to whalesong and engulfed in a joss-stick fuelled haze has crossed the Bay of Biscay and now threatens to ravage the entire Iberian Peninsula.

The first reported case comes from Barcelona, where albertis has succumbed to the deadly scourge. The company - which incorporates a provocative } as part of its logo - apparently manages more than 1,500 kilometres of motorways and 100,000 car parking spaces. In promoting these logistic spaces, it has projects up and running and future projects for over 470 hectares of lands to offer companies and logistics operators, in privileged locations such as the Mediterranean and in the North and South of Spain.

No, we're none the wiser either. However, it's a little rich to poke fun at the linguistic deficiencies of our European neighbours when the best the average holidaying Brit can offer is "Oi Pedro un beero y fish y chips pronto por favori".

That being said, if your command of the English language is a bit shaky, you really shouldn't try and tackle the advanced Strategy Boutique dialect, thus:

The abertis corporate identity is formed by the union of two intrinsically linked elements: the name, abertis, and its graphic expression, the key.

abertis comes from the concept of opening, from the Latin aperio, to open doors or new paths. abertis opens to new business perspectives, all related to infrastructures for personal mobility, goods and information.

The name abertis and the graphic development of the brand transmit the objective of the business group to manage communications infrastructures with quality, to the benefit of people and in harmony with the territory.

The abertis trademark must be associated with a value of permanence, a reflection of the vocation to last in time, to be involved in the management, to be part of the territory and invest in the long term.

Oh dear, oh dear. For the record, here is that last paragraph in both Castillian and Catalan, as rendered on the company's multi-lingual website:

La marca abertis debe asociarse a un valor de permanencia, reflejo de la vocación de perdurar en el tiempo, de implicarse en la gestión, vincularse al territorio e invertir a largo plazo.

La marca abertis s'ha d'associar a un valor de permanència, reflex de la vocació de perdurar en el temps, d'implicar-se en la gestió, de vincular-se al territori i d'invertir a llarg termini.

And there you have it. Can we now look forward to rioting French farmers blockading channel ports in a desperate attempt to prevent their own beloved native tongue being decimated by this madness? It seems inevitable. ®

Bootnote

Big up respect to reader Jason Paul Kazarian for spotting this lovely example of corporate hocus-pocus.

Website security in corporate America

More from The Register

next story
Oi, London thief. We KNOW what you're doing - our PRECRIME system warned us
Aye, shipmate, it be just like that Minority Report
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Oz carrier Tiger Air takes terror alerts to new heights
Don't doodle, it might cost you your flight
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.