The three stripe company, such as the owner liked to call his business in the beginning, has a logo which resembles a mountain, like it’s challenging the customers to push themselves to the limit. The lines, however, once served as a purpose, they bound the lateral sides of the shoe silhouette tightly together, in order to retain its proper shape.
In the 1960s’ two golden arches were part of the restaurant’s architectures, which were incorporated as the chains’ logo later on. The idea likens female breasts, arousing appetite and reminding of childhood.
The meaning behind VAIO’s logo represents both analogue and digital technologies in its products. The letters “VA” resembles an analogue wave, in addition, “IO” retracts the numbers 1 and 0, from a digital signal or binary code.
The company name is pronounced invidia, a Latin word for envy. Three years after the company was founded (1993), the all-seeing eye was chosen, reinforcing the “envious” qualities of the products and the constant search for innovation and future.