Two Credit Union Logos. Too Similar?
Back in April, Aloha Airlines closed up shop, leaving its credit union, Aloha Airlines FCU, in a bit of a pinch. The credit union assured members that it would remain a viable concern, even if meant changing the name and logo.
A little while ago, the credit union revealed its new identity along with its shortened name:
And here is the logo for Air Force Federal Credit Union:
Both logos are appropriate for these credit unions, and for the same reasons. Both make a relevant connection to their primary audience — people who fly for a living. There are positive connotations within the financial services industry, as arrows twist and point up, suggesting positive progress towards a common goal. There are themes of unity and teamwork, with similar individuals working together to accomplish something greater.
Bradford Lawton Design Group out of San Antonia, Texas, designed the Air Force FCU logo a few years ago. The firm submitted the logo to The Big Book of Logos, a graphic design reference series used by logo designers. The logo was selected for inclusion in Volume 4.
What do you think? Are these two logos too similar? Share your answer in this poll:
Loading ...For reference, here are the old logos for both Aloha Airlines and Aloha FCU:
If you’re interested, here’s Aloha FCU’s official FAQ about the name and logo change.
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I think Aloha FCU was trying to make the new logo somewhere between “Airplane taking off” and “wave cresting”. I actually saw the “wave” instead of any reference to the airline, so maybe it’s just a frame-of-mind kind of thing. There’s certainly enough similarity, however, to make a case for logo-jacking.
From what I’ve read about situations like these, usually it’s a failure to do the research legwork. I say cut Aloha a break.
It’s completely unacceptable. The MINIMUM amount of background work would be to check against all airline-related CUs to make sure there would not be any confusion. There aren’t so many of them that you couldn’t round ‘em up all up with just a couple hours of work. Either that or the agency that created Aloha’s new logo knew about Air Force and repurposed the concept. Which is worse than not doing the basic homework. A shame that Aloha’s people didn’t do their own homework to avoid this. It’s amazing to me how CUs continually shortchange themselves in hiring true professionals for name/logo/visual identity work. And then wonder why these type of things happen.
@Morriss – True, homework must be done and attention must be payed. But now I wonder if maybe this wasn’t just one big coincidence? Two people show up at the party wearing the same outfit. If there’s no intent, there’s no harm, save the egg on the face. We’ll just have to see how it plays out. My bet? Aloha changes their logo in the next week or so.
Is it awful of me to think that Aloha’s is the better implementation of the concept?
I don’t think it matters. The two groups, while technically competitors, aren’t competing for the same audience, and risk of confusion is minimal.
@Jimmy – I’m pretty sure that Aloha FCU is committed to this logo now. It’s on their website, and probably being infused to everything else as we speak.
As a further note, Air Force’s logo draws further visual cues from the academy’s famous chapel: http://is.gd/f2rl. Although it would be better positioned on Air Academy CU’s logo.
I like the fact that Aloha’s logo is both “flight” and “wave.”
Both are good logos, and I disagree with Morriss by thinking that there’s just no overlap. Air Force CU members (branches in San Antonio) and Aloha CU members (branches in Honolulu) are pretty discrete groups.
I distinctly see the contrails of an Air Force squad flying in formation. You know, like the Blue Angels.
(Just kidding, I know the Blue Angels are w/the Marines. Thunderbirds. I meant Thunderbirds.)
Elaine – no it’s not awful, that’s the correct assessment IMO.
Whether or not it was copied doesn’t affect the fact that it’s a better design. I would also guess this is a matter of not enough research w/o malicious intent, teaches the rest of us in the marketing dept. a lesson about the importance of research before starting design concepts.
Well SRG, I must disagree with you and agree with Morris.
If it WAS copied, it effects it greatly…….because it’s theft….and possible copyright infringement…….not better design.
I would agree with Jimmy Marks if this were 1979, but we have much greater access to do research now with the internet.
The AFFCU logo has been published in many design books including Graphis and LogoLounge, not just the one mentioned. ( BTW, LogoLounge is a great resource for researching to see what’s out there…..over 100,000 logos that can be searched by keywords.)
ALOHA is so close in concept, color, etc….I find it hard to believe this was just an accident. More like …..”If I change it 10%” mentality ( maybe make it look more like a wave) …..and no one will ever see it anyway. At best, I would say this one is a case of a forgotten source….where you’ve see something, but can’t remember where.
If I were ACU, and had just paid what I would assume was a considerable amount of money for not only the logo, but all signage , printed collateral, etc…..I would be feeling angry and vulnerable right now.
Quark had a similar problem a year or so ago with their logo and they faced huge costs and embarrassment and were forced to change it.
For those interested, world renowned graphic designer, Milton Glaser has written and lectured about the subject of plagiarism in design.
It’s too close for comfort.
Not knowing how much, if any research was done, especially within the same industry, it’s laziness on whoever designed the logo. As industry professionals we can argue the merits of each logo and discuss the differences, but in the long run it comes down to how the member and community perceive them.
My wife designed the air force credit union logo while she was working for BLDG. And I think the other one is too close for comfort. I see that the aloha logo is trying to do something with a wave which is a great direction for an island bank, but whoever designed it stuck too close to the source of inspiration. I believe that they saw the air force logo during their research and used it to guide them through the process.
If some of you are debating that it is fine to take ideas that someone works very hard to push through the creative process to find the light of day, then let me try to frame it this way. Everyone uses design resources to research for their projects. The books and annuals are all very helpful for us get the juices flowing and also to see what has already been done so we don’t make the mistake of recreating it. Many times have I had a eureka moment ruined by finding that my “brilliant idea” had already been published by someone else, but that situation enables me to explore other options and sometimes better ones.
I do not believe that everything has been done before, but I do think that it is possible for two separate teams at separate times can arrive to the same solution, but I don’t think this is the case here. Unfortunately, there is no design 5-0 out there booking design thieves on the shores of Maui, but there is legal protection for trademarks in this country and I think AFCU has a case if they want to pursue it.
Taking where someone left off and adding to it as we do when we study designers of the past is one thing, but using design resources to pouch existing designs that took hard work to mine out is just plain wrong. There is influence and then there is just plain stealing. BTW, my wife loves that someone finally ripped off her work, she enjoying it.
“Imitation is the highest form of flattery,” or so the expression goes.
I don’t think there will be any legal action. It’s highly unusual for credit unions to sue each other.
Very few in any industry ever do. Either way, this type of exposure is very healthy for our industry (design & brand development).