Doing Your Identity Homework

Quark, makers of QuarkXpress just unveiled a new identity which is a really fresh departure from their old dusty 1980’s Quark logo.

Quarks New Identity

Unfortunately, It seems that their new brand is almost identical to that of The Scottish Arts Council.

The Scottish Arts Council

It seems almost inconceivable that any company as big as Quark (Designed by Sicola Martin) could miss the incredibly important step of checking if another firm had the same mark before spending thousands of dollars creating a brand, updating their website, devising a standards manual, and incorporating it into their packaging.

bq. “Our new logo is one of the most articulate symbols of the new Quark, and I feel proud to have led the team that worked on it,” said Susan Friedman, senior vice president of strategic relations at Quark. “It’s a positive sign of change that has re-energized our staff and caught the attention of our customers and partners, who understand that Quark is dedicated to relationships built on trust and mutual goals. There’s a positive energy with our customers right now, and they’re shaping where this company is going, and how we’ll get there.” (press release)

I wonder who spent more on their identity, Quark, The Scottish Arts Council, Designer’s Network, or Artworkers?



Hey! Where did they come from?

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