Wk4-5: Semiotic Research on Brand/Logo Links

Apple Logo

1) Apple: “The trustworthy”

The Brand Category – Technology (Phone/Music Player/Computer..etc)

The Brand Difference – Simple, sleek design and direct logo.

The Brand Character – Clean/Sleek/Direct

The Brand Benefit – The design and trust.

The Brand Credibility –Advertisements/Publications/Word of Mouth

It uses shadow, grey colour, and smooth design/shape to represent these values/qualities. The shape of an apple shows its metonyms (realistic representations). The leaf that is separated and the bitten part of the apple (logo) show that its metaphors (fantasy-based representations).

Nike Logo

2) Nike: “Just do it” (Slogan)

The Brand Category – Apparel (Shoes/Clothing/Water Bottle/Bags/Caps…etc)

The Brand Difference – Simple and direct logo/tagline

The Brand Character – Simple/Clean /Direct

The Brand Benefit – The design and durability.

The Brand Credibility – Advertisements/Publications/Word of Mouth

It uses black colour and simple, direct tick shape to represent these values/qualities. The shape of a tick shows its metonyms (realistic representations). The rounded part to the end of the tick (logo) show that its metaphors (fantasy-based representations).

Lays Logo

3) Lays: “The healthier choice”

The Brand Category – Food (Potato Chips)

The Brand Difference – Clear and direct logo.

The Brand Character – Bright/Healthy/Energetic

The Brand Benefit – The taste and the variety of flavours it has.

The Brand Credibility – Advertisements/Publications/Word of Mouth

It uses red and yellow colour with different shades and the curve/rounded shapes to represent these values/qualities. The yellow rounded sun-like shape shows its metonyms (realistic representations). The red ribbon-like wrapped around the “sun” show that its metaphors (fantasy-based representations).

Coca Cola Logo

4) Coca-Cola: “Open Happiness” (Slogan)

The Brand Category – Beverage (Carbonated Drink)

The Brand Difference – The clear and direct logo

The Brand Character – Bright/Energetic

The Brand Benefit – The taste and it is widely located.

The Brand Credibility – Advertisements/Publications/Word of Mouth

It uses red colour and the curve fonts to represent these values/qualities. The cursive font shows its metonyms (realistic representations). The ribbon-like extended lines from the font show that its metaphors (fantasy-based representations).

Pepsi Logo

5) Pepsi: “The not so gassy drink”

The Brand Category — Beverage (Carbonated Drink)

The Brand Difference – The simple and direct logo

The Brand Character – Bright/Energetic/Cool

The Brand Benefit – The design and taste.

The Brand Credibility – Advertisements/Publications/Word of Mouth

It uses red and blue colour and the rounded shape and fonts to represent these values/qualities. The round font of the text in the logo shows its metonyms (realistic representations). The shape and design of the round element in the logo show that its metaphors (fantasy-based representations)

Research:

1) Apple Research: The values are consistently depicted as clean, direct and simple throughout these collaterals although it’s more elaborated for the brochures. But all of them appear professional in terms of font and layout and it also have a unified feel as they follow a certain layout and white background colour in their collaterals.

Apple Ads (Click to enlarge)

2) Coca-Cola Research: The values are consistently depicted as bright and energetic throughout these collaterals. All of them appear to have a certain vintage style in terms of font and layout and it also have a unified feel as they follow a certain colour and layout in their collaterals.

Coca Cola Ads (Click to enlarge)

Reflection: I learn that most of the logos are simple and direct and they have to be consistently depicted in their collaterals as well. Each colour, layout, design, shape chosen have suit the brand idea which is part of the whole design process. Target audience is also particularly important when deciding the brand idea.

Advertisements

July 6, 2010. Wk4-5: Semiotic Research on Brand/Logo Links.

Leave a Comment

Be the first to comment!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Trackback URI

%d bloggers like this: