We live in a visual world, where every logo, symbol, sign, coterie of words with interesting fonts and even a single letter, has a meaning, and is used to communicate a message. This is all part Semiotics, the study of signs and signals. And in business, it’s wise to understand the role of Semiotics in brand-building.
Fiddle around with Electrolux logo, turn it on its side, and voila!! You got a very different symbol, related to the ladies above.
The art of designing an entire company’s ideas, ethos, knowledge and future in one logo and corporate identity is an integral part of the visual branding. Of course there’s more to branding than meets the eye!
Most of today’s organizations are well-versed in this communication medium. Some are still struggling, however, to put into a logo the values and positive traits they want captured. And there are some others that are very similar looking, albeit representing completely different organizations.