Taiwanese Chipmeister VIA's recent announcement regarding its new C3 chip logo has caused disquiet among the Vulture Central LogoWatch team.

First up, Taiwanese companies are not supposed to give two hoots about branding. Secondly, VIA is doing rather well. This rather torpedoes our assertion that corporate makeovers commonly presage some financial catastrophe.

Our disappointment at VIA's failure to adhere strictly to the makeover guidelines is tempered by the splendid efforts of the company's marketing department.

It states that the logo: "was inspired by a popular Chinese saying loosely translated as 'The sun rises from the eastern mountain' and shows the VIA C3 name on a sky blue and green background with the sun breaking through between the words."

What a marvellous cultural heritage with which to imbue a piece of silicon.

Richard Brown, VIA director of international marketing, sets out his stall with: "In the design of the VIA C3 logo we wanted to convey the idea that this processor will extend the horizons of the PC Industry"

Of course it will, Richard. As the ancient London proverb goes: 'You're 'aving a laugh, aincha?'

Bootnote

It seems that Dave Oldcorn's Haiku analysis of our own beloved vulture logo has not found favour with aficionados of this verse form. We're obliged to Chris Dickerson and others who wanted to put him straight on the syllable situation. 'Brownie' summed it all up quite nicely thus:

I thought haiku meant
five-seven-five syllables
but I'm no expert

The LogoWatch archive

Corel in transcendental makeover
Acer turns green at the gills
Sema "aflame with vital energy"
The Vulture laid bare