The transition from analog to digital, the male-female principle and the VAIO logo
There are several different ways of looking at VAIO’s holographic cryptographic logo. The V and A and the I and O pairings are both representative of the male-female principle. These are archetypes that symbolise a concept in it’s essential and unchangeable form.
Inverted, AV stands for Audio-Video or Audio-Visual. IO stands for Input-Output.
As mentioned, I O is also binary if you transpose the letter I for the number 1 and the letter O for the number 0.
The VAIO logo was an early rendition of the trans-humanist family of font-types and corporate logos including for example PS2 evolving to become thinner, more elongated, minimalist, abstracted and digitized lettering that resemble symbols that computers can inherently understand.
Originally an acronym of Video Audio Integrated Operation, this was amended to Visual Audio Intelligent Organizer in 2008 to celebrate the brand’s 10th anniversary. The branding was created by Timothy Healy to distinguish items that integrate consumer audio and video with conventional computing products, such as the Sony VAIO W Series personal computer, which functioned as a regular computer and a miniature entertainment center. The VAIO logo also represents the integration of analog and digital technology with the ‘VA’ representing an analog wave and the ‘IO’ representing a digital binary code. Source
So as well as representing the male-female principle, the Sony VAIO logo also signifies the transition from the analog waveforms of the ‘real world’ to the binary bits of the digital realm.
The brand name Sony incidentally is an amalgam of ‘sonus’, meaning sound and ‘sonny’. Sonny was a popular term of endearment in Japan at the time of the companies founding. There is no Mr Sony or Sony dynasty only Sony Corporation.
Queen Victoria and King Albert represented the male-female principle.
The blade and cup
The sun is masculine – the Holy Father, the son of God, Jesus, the Light of the World. The moon is feminine and associated with the goddess.
Ken Ward provides a table showing the dualist relationship of the sun and the moon, the male-female principle:
|Sending out||Drawing in|