Feeds

Whalesong-driven rebranding madness spreads to Spain

Quarantine fails to contain Strategy Boutiques

  • alert
  • submit to reddit

The essential guide to IT transformation

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.

Boost IT visibility and business value

More from The Register

next story
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
prev story

Whitepapers

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.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.