The concept of flying or going smooth and easy is often exploited to depict nature, speed and efficiency by many marketers.
In this case, the picture on the left is an advertisement from SMRT on GO GREEN with SMRT. The concept is “Let’s clear the air”, a great message from a great concept on its own.
However, many on the social media especially Twitter will find this image awfully familiar.
In the picture on the right, Twitter will use this picture to depict a short over-capacity (breakdown), and encourage users to return shortly.
Twitter message – “Using doves to fetch a whale is simply to much for us to handle right now”
Consequently, 2 similar images from the same concept to bring across 2 distinct messages from 2 different companies.
Brand Identity and Images are indeed very intricate.