A good eye-dea?

By Linda King, G2G3

EXIN last week launched a new logo to represent their ISO/IEC 20000 IT Service Management certification program. Interestingly, this is in the form of an eye - which EXIN are calling 'The Navigating Eye'. This will be used to represent what ISO 20000 stands for and will used in a number of places, including providing pins for certified candidates.

This is certainly an interesting choice... the eye as a symbol has significant religious overtones, and is used in a large number of cultures to represent God and to ward off evil. As a Marketing professional, I would never have selected such a potentially controversial symbol as the central theme of a logo.

After the uproar caused by the OGC logo last year (who could forget the sight of the new OGC logo when turned on its side), I'd hoped the industry might have learned its lesson...