Greek Gods Play a Significant Role in Modern-Day Corporate Branding
U.S. sportswear company. It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman (1911 – 99), a track-and-field coach at the University of Oregon, and his former student Phil Knight (b. 1938). They opened their first retail outlet in 1966, launched the Nike brand shoe in 1972, and renamed the company Nike Inc. in 1978. In 1979 it claimed 50% of the U.S. running shoe market. In 1980 the company went public. Part of Nike's success is owed to endorsements by such athletes as John McEnroe, Michael Jordan, and Mia Hamm.
Mythology is present in the logos, symbols and even brand names of corporations. While the title and image of a company becomes part of brand vocabulary, the values of the mythological characters and ideas follow suit, often leaving an image of strength, history and power in the mind of the consumer.
Some of the most successful, well-known corporations use mythological symbolism in their name branding, leading to not only awareness of the product, but recognition. Nike celebrated speed with a name derivative of the Greek goddess of victory; Amazon created a powerful brand name with its female warrior namesake; and Olympus named their respective brands of cameras after the meeting-place of the gods.
One of the most recognizable logos on the world market, the Starbucks image of a mermaid, borrowed the symbol of a siren to mimic the powerful, inescapable draw of their caffeinated products.
The auto industry is one of the largest producers of mythology-inspired product names, with new models coming out every year that inspire symbols of power and strength. Some of the more famous examples include Pontiac's Phoenix, which symbolizes the mythical bird of fire and re-birth, Honda's Odyssey, named after the famous epic war; and the Ford Mercury and Orion, who in mythology were, respectively, the god of communication and streets, and the mythic slayer of beasts. Lesser-known mythological characters, such as the Eos, Electra and Echo, are respective models for Volkswagen, Buick and Toyota. Saturn named its entire corporation after Zeus' father.
The Greek god Hermes was the son of Zeus (before he married Hera) and of the nymph Maia (daughter of the titans, Atlas). He was the god of shepherds, travelers, merchants, and even thieves, and he also had the role of herald (messenger) of the gods. His Roman name was Mercury.
Greek god Hermes' attributes are a winged traveler's cap, the caduceus with the two intertwined serpents and the winged sandals. He was represented as an athletic young man.
One of his tasks was to guide the souls of the dead to the underworld, that's why he was called pscychopomp (guide od the dead). He was the one who took Eurydice back to Hades, after Orpheus took her out. At the end of the Odyssey, he takes the souls of the dead suitors to the underworld.
The Greek god Hermes received the mission to save Zeus' lover, Io, who has been transformed into a cow. Hera wanted to have that cow and ordered Argus, the hundred-eyed giant, to... keep an eye on her, but Hermes played a beautiful music, which made Argus fall asleep, and then he killed him.
He also had the mission of leading the three goddesses, Hera, Athena and Aphrodite to mount Ida, where the shepherd Paris would decide which one was the most beautiful.
The modern day relationship of this Greek god in mythology can be seen as the Hermes company name and logo.
Hermès has 14 product divisions encompassing leather, scarves, ties, menswear, women's fashion, perfume, watches, stationery, footwear, gloves, enamel, decorative arts, tableware, and jewelry.
Hermès has 14 product divisions encompassing leather, scarves, ties, menswear, women's fashion, perfume, watches, stationery, footwear, gloves, enamel, decorative arts, tableware, and jewelry.
Sources/Websites:
1. Hermes – http://www.seeklogo.com/hermes-logo-66469.html ( Greek God)
2..Hermes - http://en.wikipedia.org/wiki/File:Hermes-logios-altemps-33.jpg (Corporate Logo)
3. Poseidon – http://camphalfblood.wikia.com/wiki/File:Poseidon-greek-mythology-687130_927_933.jpg (Greek God)
4. Poseidon – http://logopond.com/gallery/detail/56069 (Corporate Logo)
5. Nike – http://en.wikipedia.org/wiki/File:Goddess_Nike_at_Ephesus_Turkey.jpg (Greek Goddess)
6. Nike – http://www.bingcheese.com/graphics/nike=logo.htm (Corporate Logo)
Photos used under Creative Commons License