Barclays, the High Street bank, is planning to drop its 317-year-old eagle logo because of concerns that it has Nazi overtones – a move designed to appease the Dutch bank ABN Amro with which it is planning to merge.Mais aqui...
Bank insiders confirmed today that it was a "logical move" to drop its iconic logo if the deal with ABN Amro goes ahead, agreeing with comments that it had "unfortunate connotations".
Branding experts said they thought the move was sensible, considering how much more potent the eagle symbol is on the Continent.
Stuart Whitwell, joint managing director of Intangible Business, a brand consultancy said: "I think it is a great shame, especially considering they have had it for 317 years. But you can sense there would be problems in parts of Europe."
The Nazis used the historic Germanic eagle as part of its iconography and it remains part of the federal coat of arms to this day.
The eagle logo used by Barclays, however, predates the Nazi era by 230 years, dating back to 1690 when its predecessor bank set up in Lombard Street – the historic home of banking in the City of London.
The image has been modified many times in the past. The black Teutonic-style eagle emblazoned on a shield was redrawn blue with less fierce talons in 1981.
Seventeen years later, the shield was dropped as part of a re-branding by leading consultancy Interbrand. In 2004 the logo was softened further, with the three crowns being consigned to the bin, and the bird shorn of all of its claws.
Não concordo com esta mudança de imagem, pelas razões evocadas. Um signo ganha a sua conotação a partir do momento que é usado ou existe além disso?
A águia heráldica é um simbolo comum em quase todo o mundo, desde Portugal à Indonésia e não é por causa do uso feito pelo partido Nazi que em todo o mundo se mudou a heráldica. Também em casa temos um pequeno exemplo - no tempo da ditadura usava-se muito a cruz de cristo e hoje ainda continuamos a usar. Os simbolos devem estar além do mau uso que a eles é dado mas todos os erros devem ser corrigidos.
Já agora, também vale a pena ler sobre a Águia de Lagash
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