Marking the Globe
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The older mapping coordinates of latitude and longitude as a way of demarcating the earth's surface have begun to give way to the circuitry schematics of electronic communication pathways. This shift in representations offers an indirect index of deterritorialization. Indeed, the NASDAQ globe at right continues to utilize latitude and longitude lines as background signifiers of the globe while eliminating visible representations of continental land masses, and foregrounding the dynamism of electronic circuits and pathways.
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Marked by the iconography of the capitalist world system, the planet becomes a vehicle for doing business. Viewed beneath and behind the name and corporate logo, the globe is frequently turned into a metaphor for the power, coverage and scope of corporate reach.

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The image below from a new internet bank named USABanc combines the signifier of the earth's contour with that of the halo. The halo has a long history in advertising as a sign of transcendence.
Looking down upon the partial curvature of the globe against the dark background of Space appears throughout corporate ads as a signifier of global reach and command. The penumbra glow of the sun against the arc edge of the globe is reminiscent of similar imagery in ad campaigns for anti-depressants. There is an aura of spiritual serenity here, over which Ford Motor Company presides. With its acquisition of 'foreign' car companies such as Volvo and Jaguar, Ford can now lay claim to being a global corporation.
Pitching its software as the magic key to unlock continuous growth on a world-wide scale, Siebel turns the globe into a projection screen for sales pipeline analyses.
In Fidelity's representation of the globe, latitude and longitude lines provide the scaffolding for Fidelity's investment managers to traverse the planet in search of the highest possible returns.