Symbols of positive significance in one culture can be perceived as threatening or offensive in another. The slogans and images by which certain companies and products identify themselves can be offensive in themselves.
In was reported that during the Gulf War in Saudi Arabia any use of the cross, even as used to signify addition in mathematics, was subject to censorship. This included the sign on the tailfin of Swissair planes. Darkie toothpaste, a best seller throughout Asia, has a minstrel in blackface as its logo. When its Hong Kong producers sold out to an American firm, the name was changed to Darlie, and the picture changed to a racially indeterminate figure in top hat, tuxedo and bow tie. This change sought to avoid the offence that Darkie gave.