Some thoughts on the new logo of the European External Action Service (EEAS) - La Treizième Étoile: A blog on EU politics
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Some thoughts on the new logo of the European External Action Service (EEAS)

Monday, 7 March 2011
The new official logo of the EEASAs the European Voice reports, the European External Action Service now has an official logo (shown left) which now “decorates” the EEAS website and the business cards of its staff. But the logo looks a little strange to me, and I cannot place my finger on exactly why, so perhaps I should try and play Devil’s Advocate:

Naturally the EEAS logo retains the 12 stars present in the flag of the European Union, and the recognisable shade of blue normally the background to these stars, is the base colour of the accompanying sphere. This is made to look like the Earth, but it clearly is not accurately presented, presumably so all the countries can appear on the face and no-one can accuse the EEAS of ignoring them.

That said, where exactly is Australia? Or Argentina? The location of Europe is, as you would expect, right in the centre.

So then, while it is undoubtedly similar to the Mastercard logo in its formation, why is the ring of stars positioned to the right of the ‘globe’? Perhaps it is a suggestion of Conservatism on the part of the EEAS in its policies? Since the external action service will operate around the world, perhaps the ring should surround the world? Or, perhaps we could read into it that European policy is to be aligned more towards Asia rather than America?

A logo is one of the most important, if not the most important, marketing tools available to organisations and is essentially a "magical symbol" that represents your company and provides the kind of image no other attribute of the business can provide: it establishes it, gives it credibility, and provides a detail a wider public can recognise and relate to.

While authoritative, attractive on the eye and nowhere near as complicated as the structure of the service itself (see here), I’m not convinced it is one that will connect many more EU citizens.



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