Dueling Logos: Brands in the Middle of an Identity Crisis


How much of a brand’s visual identity is shaped by its biggest competitor? And how much does having someone to publicly play off of benefit them both? Those are the questions we’ve got on the brain after checking out the fantastic work in Stefan Asafti’s fascinating design project The Greatest Brandversations . The concept is simple, but effective; Asafti created new company logos for well-known brands like Apple and Coca Cola using the design elements directly associated with their rivals. “It is surprising how logos can influence other logos,” he writes. “The truth is that each pair of rivals has something in common, that something which has helped them to build one identity upon the other, this way becoming the biggest brands.” Click through to see the proof.

Pepsi vs. Coca Cola

McDonald’s vs Burger King

Microsoft vs. Apple

Nikon vs. Canon

Firefox vs. Internet Explorer

All images by Stefan Asafti via Behance.