SYMBOLS - ICONS LOGOTYPE - WORDMARK

Transcription

1 VISUAL SEMIOTICS SIGNS: iconic symbolic indexical LOGOS: SYMBOLS - ICONS LOGOTYPE - WORDMARK

2 1) Visual Semiotics: Classifiying signs or sign systems and the way they are transmitted. SIGN= ( Signified + Signifier ) (concept of the (sound, image, word) sound, image, word) The reciever of the sign must decode the data and make meaning out of the signified and the signifier. Signs in Communication Design A sign can be a word, a sound, or a visual image. Signs can mean anything we agree that they mean, and they can mean different things to different people. Visuals can produce many complex symbols but hold multiple meanings. Signs are anchored in a medium or sense- heard, touched, smelt, seen, tasted. Source:

3 Signs: Icon, Symbol, Index CONVENTIONS: Signs are built on conventions which we must learn to read and understand. The conventions have a social dimension and are cultural.

4 Signs: Icon, Symbol, Index Signs can be: 1) iconic An iconic sign looks like what it represents--a picture of a dog, for example. Signifier resembles the signified. 2) symbolic The meaning of a symbol, like the flag or the Statue of Liberty, is determined by convention- -in other words, its meaning is arbitrary; it is based upon agreement and learned through experience. Language uses words as symbols that have to be learned. The signfifier does not resemble the signified. 3) indexical An indexical sign is a clue that links or connects things in nature. Smoke, for example, is a sign of fire; icicles mean cold. The Signifier is directly connected in some way to the signified. Source:

5 Signs: Icon, Symbol, Index Visual communication-uses all three types signs Most signs operate on several levels--iconic as well as symbolic and/or indexical.

6 DEFINITIONS

7 Definitions: WORMARK

8 Definitions: PICTOGRAM A pictogram conveys its meaning through its pictorial resemblance to a physical object. Earliest examples of pictograms include ancient or prehistoric drawings or paintings found on rock walls. Pictograms are also used in writing and graphic systems in which the characters are to considerable extent pictorial in appearance.

9 Definitions: IDEOGRAM An ideogram is a graphic symbol that represents an idea or concept

10 Definitions: LOGO A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).

11 Definitions: LOGO (background) Numerous inventions and techniques have contributed to the contemporary logo, including cylinder seals (c.2300 BCE), coins (c.600 BCE), trans-cultural diffusion of logographic languages, coats of arms, watermarks, silver hallmarks and the development of printing technology.

12 Definitions: LOGO (background) The current era of logo design began in the 1950s. A paradigmatic contemporary logo is the Chase Bank logo, designed in 1960 by Chermayeff & Geismar, considered pioneers of Modernist graphic design in the United States. The Chase logo was the first truly abstract logo of the contemporary era. As would happen with many subsequent corporate logos, mass media advertising was used to link the logo with the bank in the public mind, while its simple, distinctive form, free of specific cultural or other connotations, was well suited to represent a complex, multinational corporation.

13 Today there are many corporations, products, brands, services, agencies and other entities using an ideogram (sign, icon) or an emblem (symbol) or a combination of sign and emblem as a logo. As a result, only a few of the thousands of ideograms people see are recognized without a name. It is sensible to use an ideogram as a logo, even with the name, if people will not duly identify it.

14 Definitions: LOGO Ideograms (icons, signs, emblems) may be more effective than a written name (logotype), especially for logos being translated into many alphabets; for instance, a name in the Arabic language would be of little help in most European markets. An ideogram would keep the general proprietary nature of the product in both markets. Branding aims to facilitate crosslanguage marketing. The Coca-Cola logo can be identified in any language because of the standard color and the well known ribbon wave design.

15 Logos, Ad Campaigns, Brand Identity What makes a logo good? What can make a logo bad? What makes for a catchy ad campaign/slogan? What is the difference between a logo and a brand? What makes for a good brand visual identity?

16 Design Management of Signs ASSOCIATIONS, CONSISTENCY, GUIDELINES Companies that have long been in business have usually a good reputation among customers, which they can capitalize on in their operations and especially when they launch new products. It is important that potential customers can associate right products with the right company. The association between a company and its products is normally created by using unmistakable visible marks on the products and on their packages, on the company s letterheads, on buildings, retail shops and, of course, in all the advertisements. These identifying features are normally described in special written guidelines (styling guides) for designers of products, architects, interior decorators, graphic artists etc., and in the best case these guidelines have also been tested with a sample of customers.

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23 ASSIGNMENT

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25 VISUAL DESCRIPTIVE WORDS>> BRAND ATTRIBUTES>>