ISIS—a brand in the making

We see brands in the making every day; either new brands for start-ups, or redesigns for long established companies. However, seeing the branding of a dangerous and powerful terrorist group right before our eyes is something all graphic designers should take note of.These days ISIS has been changing its brand; “ISIL,” “IS,” and “Islamic State” are all variations that are being used. The symbol above, the black banner comprised of a white calligraphic shahada, represents one of the five Pillars of Islam, positioned over the historical seal of Muhammad. (1) And just like all brands—t-shirts, head scarves, dolls, and other brand collateral are available for purchase to help spread their brand message.Like the Nazi swastika symbol whose meaning in ancient sanskrit is “Well-being, Good Existence, or Good Luck,” ISIS has roots in ancient history too. The original Isis is the Egyptian goddess of health, marriage, and love—one of the first and most important goddesses. While few of us that hear the term ISIS today associate it with the Egyptian goddess, it’s interesting to note the underlying reference and wonder whether or not it was a calculated coincidence. Like the Nazis who adopted the swastika as their symbol for the expansion of their race, ISIS could be evoking the Egyptian goddess as they press forward with the inclusion of the symbol for shahada, which means “there is only one god.”As far as the current evolution of its brand name, experts would caution against changing a brand in the midst of its growth to avoid brand confusion. Muslim leaders in the U.S. and around the world are upset by the evolution of the brand to “Islamic State.” It marginalizes the vast majority of Muslims who are disgusted by the group’s un-Islamic actions. (2) However, it’s  no doubt a calculated move and a huge victory for the movement as they seek to recruit young muslims. Using “Islamic State” is a strategic move toward giving the movement religious legitimacy.Compared to the brutal slayings and violence that ISIS is leaving in its wake, the branding efforts may appear to be the least of our problems. However, all we need to do is look at history to see how powerful the branding of evil can be.Notes:1. http://www.printmag.com/daily-heller/branding-isis-isil-is/2. http://www.thesunchronicle.com/vip/opinion/columns/op-ed-why-branding-isis-matters/article_94a652a0-429f-5a1d-9ba9-df375a9f3843.htmlSources:http://www.ancient-origins.net/myths-legends/symbol-swastika-and-its-12000-year-old-history-001312http://www.fdlreporter.com/story/opinion/2014/09/20/branding-isis-matter/15967959/http://www.egyptartsite.com/isis.htmlhttp://nypost.com/2014/06/24/merchants-peddle-isis-branded-clothing-in-indonesia/http://www.atelierworks.co.uk/blog/the-dividends-of-death.php