By Dian Hasan | February 27, 2010
In our visual world, every logo, symbol and sign, 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, and more importantly, in our ever-connected world of today, it’s EVEN WISER for anyone or any organization thinking of redesigning a logo to DO YOUR HOMEWORK, to ensure that you don’t waste precious resources (read: A Logo Designer’s Fee) only to find that your logo looks like someone else’s!
So that you won’t face the irony that your logo doesn’t stand out for not having its own personality and is not unique. Look at the logos of Singapore-based Millennium Hotels & Resorts, and Hamburg, Germany-based CPH Hotels.
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.