In our visual world, where a logo, symbol, sign, a coterie of words with interesting fonts, and virtually anything else that is man-made and used to communicate a meaning through a sign or symbol, is part of Semiotics, the study of signs and signals. An integral knowledge in brand-building.
And most of today’s organizations are well-versed in this communication process. Some are still struggling 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.