Behind the Badge: A Semiotic Analysis on

Selected Company Logos

An Academic Paper presented to

DR. CLAUDETTE A. BALURAN
Faculty, DEFLLS

In Partial Fulfilment of the Requirements for the Course

ENGLISH 240 English in the Media

By:
LEOCIL G. BAES
AB English 4B

October 6, 2017
Introduction

Communications major purpose is to disseminate information through language.

Therefore, language has a great role in communication process. Language could be written or
spoken; it serves as a means of communication between two or more people in which one is
either a sender/speaker or a receiver/listener or vice versa. When we talk about language we
could also refer it to a symbol of complex signs which are peculiar to human beings and it is
used in disseminating information, ideas, feelings or emotion. Communication as a means of
interaction between a sender and a receiver or vice versa may be achieved through linguistic
elements such as symbols, graphics style, gestures, pictures, colours and others. Daramola
(2011) differentiates communication from language. According to him, "communication involves
the process of the exchange of information (or messages) that are linguistic and non-linguistic
or exchange of messages in forms of language and non-language resources such as symbols,
signs, gestures, drawings, pictures, photos including technologically mediated processes."

This papers purpose is to analyse the selected company logos using social semiotics. It
examines the intended meaning the logos stands for, the components of what the visual
semiotics signs communicate, and the design styles used by each company logo producer.

Relevant Literature and Theoretical Framework

Semiotics which originated in the work of the Swiss linguist, Ferdinand de Saussure
(1857-1913) and the American philosopher Charles Sanders Peirce (1839-1914) in the late 19th
Century is used to describe what signs are and how they function in a given context or
environment. Visual contents and designs which are in form of logos have impacts on its target
audience. The language therefore helps people to identify the signs in relation to the message.
Different companies use language as a sign-system to communicate their intended message to
their target audience.

This paper makes use of social semiotics theory to relate with symbolic interactionism,
relationship between humans, goals and outlooks. As defined by Hodge and Kress (1988),
meaning can be located within the field of semiotics or the process of context bound and
conflict laden interpersonal interaction, a relation between two or more people. Interpersonal
interaction in its simplest definition means the relation between a sender and receiver, a
speaker and listener or vice versa. Company logo provides a form of interpersonal interaction in
which the producer communicates the intended message to have effect on the viewers, readers
or audience. If the companys logo has communicated effectively, the target audience would be
persuaded, informed, instructed, and aware of the messages. In the interpretation of signs, the
knowledge of how the signs could be interpreted and at the same time understood is needed.

Furthermore, meaning requires multiple semiotic systems and this have inspired Halliday
to make variety of investigation into multimodal discourse. Kress and Van Leeuwen (1996,
2001) build on Halliday contribution by having a major impact on the research of design and
visual communication. Semiotics sees signs not only as culturally constructed but also
interpreted within certain cultural purview. This study is based on Kress and Van Leeuwen
theoretical approach to multimodality which adopted Halliday's (1978) three metafunction of
language as a framework for semiotic theory of communication. The experiential, also known as
ideational metafunction enables a semiotic mode to organise, understand, and express our
understanding of the world and our own realizations as it is experienced by humans. A semiotic
mode must be able to represent objects and their relations in a world outside representational
system or in other words, any picture, signs, symbol, graphic design, colour etc, on the
company logos must be able to represent their intended message outside representational
system. The interpersonal semiotic mode allows the participants in communicative act with
other people, to take on roles and to express, and understand feelings, attitude and judgement
about what they have seen or read visually. In the interpersonal metafunction, the semiotic
mode projects the relations between the producer, the viewer, and the object represented. For
instance, when there is visual space, distance or position between an object and its viewer, it
communicates the form of interpersonal relations between them. Lastly, the textual
metafunction which relates what is said (or written) to the rest of the text and other linguistic
events respectively. It also enables a semiotic mode to have the capacity to form texts, sign
complexes, which link or cohere both internally with each other and externally with the context
in and for which they were produced. Different compositional arrangements or designs in
textual metafunction, allow the realisation of different textual meanings too. Therefore, the way
how logo producer arranges or places images, pictures, signs, symbols, colours and text will
affect meaning interpretation or realisation (Kress and Van Leeuwen, 2006).

Logos as Brand Identity

Logos are practically protected and preserved by our society, yet they were designed by
people just like any other piece of graphic art. In the original sense given by Augustine in his
De Doctrina Christiana, a logo is a representative sign. It is something that identifies a product,
or a service, and represents for some other thing like a company, an organisation, a city, etc.
Therefore, it can be perceived as a banner, which expresses the values and aims of the brand it
stands for.

More than just a mix of dyeing and printing, the logo serves as a visual front for the
relationship between the producer and the consumer (Black, 2009). It is an emotional
expression, which has been used as an indication of brand ownership, origin, and association.
Logos also help facilitate brand recognition and loyalty among their consumers, which ultimately
leads to development of brand equity (Muphy, 1990). Therefore, logos are highly important
company assets that firms spend a lot of money and time promoting (Anson, 1998). The
investment is made by management with the understanding that it will generate returns in the
form of enhanced brand reputation and corporate image. These allow for a greater competitive
marketing positioning, which is vital for the long-term success of the corporation (Chen &Uysal,
2002).
 As defined by Considene and Haley (1992) logos serve as visual representations of
businesses, both public and private, to convey their content and purpose. They serve as
identification, hopefully instant identification, through their use on their posters,
advertisements, buildings, signs, and outdoor displays. The purpose of the logo is to recognize
itself and the company as a quality producer of goods and/or services. They are part of the sign
system used to communicate a destinations identity, both internally and externally, and are
somewhat comparable to a signature on corporate materials.

The logo is one of five elements of corporate visual identity, the other four being name,
typography, color, and slogan (Silva-Rojas & Roast, 2006). Logos are typically a combination of
shape, color, pictures, and graphic design, and may or may not have the destination name
attached to it. Logos may contain words (e.g., for a grocery store) or may not contain words
(e.g., the current Nike logo), yet both are meant to convey to the viewer what is sold inside
(McGee, Lomax, & Head, 1988).

Logos have multiple layers of meaning, both practical and symbolic (Schechter 1993).
Logos should communicate three essential messages: What the company or product is, what
the company or product is like; and something about the relevant target customers, ideally,
what they want.

According to Peters (1999) logos are one of the base elements in a corporate identity or
brand identity. They are the visual representation of what a company is. They trigger peoples
memories of previous experiences with the company and other implementations of the logo,
leaving a greater impact than words can alone do. They are the graphic links to the 28 message
that a brand promises and communicates and the relationship a company can develop between
its brand and its customers. So they become one of the strongest tools for building and
reinforcing a brand image and maintaining its value. Also a logo plays a key role in building
loyalty and trust in a brand because it provokes an immediate reaction.

A Communicative Perspective of Logos

In communicative terms, logos are symbol systems which transmit information (Alberto,
Fredrick, Hughes, McIntosh, &Cihak, 2007). Sometimes, only one or two elements are required
to uncover a logos meaning (McGee, Lomax, & Head, 1988). The logo is a unique sign in that it
contains not only a representative function, but also a pragmatic function in relation to its
commercial value. In this sense, it shapes a reaction from the receiver with regard to
recognition, liking, awareness, etc. Its status as a sign is multifunctional, and may be
ambiguous (Heilbrunn, 1997).
Viewers have become accustomed to the plethora of visual imagery and symbolism to
the extent that they do not even realize how much they depend on logos as indications of
quality among the consumer culture (Selame 1988). Corporate communication divisions are
faced with a hard matter of attracting attention amidst the massive amount of advertisements
and mass media products that comprise the admass society, according to J. B. Priestly
(Sparke 1986). A logo that is well designed becomes a visual shortcut for the meanings
associated with it, and hence influences its viewers/consumers to receive the brand message
with its emotional effects, bringing about extreme loyalty to the brand. They attribute emotion
to not only the company, but to the consumers as well (Bird, 1992).

The logo, as the most fundamental and crucial visual component of the brand, forms the
initial and most long-lasting association between the customer and the company. Therefore, the
creation of a recognizable logo is of extreme importance (Biricik, 2006). The logo serves as a
substitute for the personal relations of the corporation and the consumer, and therefore, must
serve as a symbol of the trustworthiness and legitimacy of the manufactured goods or services
(Black, 2009).

As Debord (1994) argues, the ability of a corporation to successfully communicate its

mission and identity through its logo lends credibility to the fact that a logos development plays
a large role in constructing the display. Taking into consideration a marketplace powered by
emotion, visual corporate identity has a great responsibility in connecting with consumers at
that level. Logos thus become one of the most significant tools for generating emotion (Biricik,
2006).

Communicating the brand message depends heavily on an effective brand logo. The
logo is arguably the most important part of the brand, as it is the part of a companys brand
message that is most visible to consumers and, ideally, it comes to stand for the brand itself in
their minds. Untarnished corporate images and effective brand logos have arguably become
manageable corporate assets, and important competitive advantages in attracting and keeping
consumers attention (Selame, 1988). While a brand encompasses many aspects of a company
and a consumer experience, it is the brand name and logo, the most visible aspects of
corporate branding that tie together all the various aspects of a brands identity (Upshaw,
1995).

Baudrillard (1983) also emphasised that one of the logos function is that they imply
social rapport and social power. Contributing a different function is that they are quite probably
the most significant semiotic intermediaries to convey meaning within a corporations visual and
verbal promotion strategies (Heilbrunn, 1998a, 1998b; Lipovetsky& Roux, 2003; Scott, 1993;
Zhang, 1997). Logos allow people to create a visual map of their immediate environment. They
provide information for the identification of various goods and services available in a
community, as well as safety and transportation information in ones surroundings (Alberto,
Fredrick, Hughes, McIntosh, &Cihak, 2007)
Methodology

For the purpose of this paper, the selected logos were downloaded online, and the data
were selected randomly. The selected company logos were the following:

1. Apple
2. FedEx
3. Google
4. IBM
5. Pinterest
6. Toyota
7. Amazon

Data Analysis and Discussion

SEMIOTIC COMPONENTS OF EACH SELECTED LOGOS

Companys Name Image/Symbol Colour

1. Apple Bitten apple Silver

2. FedEx Companys name, arrow Purple, orange, white

3. Google Companys name Red, yellow, blue, green

4. IBM Acronym of the company Blue, white

5. Pinterest Companys name Red

6. Toyota Companys name, overlapping Red, black, gray, white

ovals

7. Amazon Companys name, smiling face Black, orange

in the shape of an arrow

Apple

Its one of the most successful and recognizable logos of all time. The logo has been
formed by visualising its company name, and Steve Jobs is the one who developed the name
and logo of the company. The companys latest logo version is sleek and has a high-tech feel,
often rendered in silver.
 Figure 1: Apple Image

The logo above is designed from an image of an apple, specificallyfrom a bitten apple.
Since it is clearly shown that the logo in figure 1 has used only an imagery to represent the
whole company it therefore belongs to the Iconic/Symbolic type of logos.

We can clearly see that the apple in the logo above is essentially round. The circle in the
logo is the symbol of unity in every culture throughout time and it also stresses that the
company is friendly and at the same time harmless to both the nature and its audience.

An image of bitten apple can be also seen in the logo. It could be understood and
interpreted in several ways. Originally, it can be drawn from the Biblical story of the Garden of
Eden where Adam and Eve have eaten the forbidden apple which relates with the early brand
positioning strategy of Apple as a rebellious young company specifically, in opposition to the
computer giants of the day, like IBM and Hewlett Packard. We could also consider further
semiotic connections which include the fact that Adam and Eve gained knowledge from this
transgression, thus the bitten apple can be associated with the promise of knowledge that
Apple products make available to their users and the idea thatpeople can expect something
unique and different from them.

Based on the analysis above, we can clearly see the image that the brand wants for
itself and it is the ideas of commitment, provider of best computing experience, to people
from different parts of life through its innovative offerings.

FedEx
The FedEx logo is well-known among designers. In the last 35 years in the 35th
Anniversary American Icon issue of Rolling Stone magazine, it has won over 40 design awards
and was ranked as one of the eight best logos.
 Figure 2: FedEx Image

The name of the company in two different colors can be seen in the logo. It is clearly
shown that the logo has used text only in its design. Therefore, the logo falls under the
WordMark type of logos.

Looking at the logo youllprobably think that unlike other logos, this one is ordinary and
theres nothing special about it. But, if you try to look at it keenly, specifically, at the gap
formed between the letters E and x, youll see a hidden arrow in the negative space. Whats
more amazing about the arrow is that it signifies that the company is always moving forward.

Now, lets move on to the colors used in the FedEx logo. Every logo features a purple
Fed, but the Ex comes in different shades because it varies for the different parts of the
company. It uses gray for FedEx Corporate, orange for Express, green for Ground, red for
Freight, blue for Critical and yellow for Trade Networks. The brand essentially has enough color
variations in its logo design to create its own team of Power Rangers, which also signifies
security, honesty, and reliability. The color orange used in Fed also mean caution. Thus, when
added to the white arrow which signifies the moving forward of the company, the logo
emphasizes that FedEx will bring our packages quickly yet, carefully.

Google

The now-famous logo was developed by the graphic designer, Ruth Kedar.

Figure 3: Google Image

 The Google logo contains the companys name in a clean, colorful font and since it has
used its companys name on the logos design, obviously the emblem has used text only in its
design just like FedEx in figure 2. Therefore, it also belongs to a WordMark type of logos.

The logo of the Google Company looks really nice in the eyes, yet, probably, you will
think that theres nothing more special about it, aside from having colourful font. Well, you have
to take a better look.The Google logo uses the three primary colors, red, yellow and blue, but
have you ever wondered why theres that green L near the end that throws the whole primary
color scheme out the window? The green color was actually added to show the audience that
Google is a little different, a little more unique than other companies.

The combination of the fourcolor signifies Googles ambition to be an innovator, not a

brand that does whats expected. These colors also signify knowledge, passion, happiness, and
of course uniqueness.

IBM

This logo is a highly structured and edgy logo which is originally designed by Paul Rand
in 1956, based on a font called City.

Figure 4: IBM Image

The IBM logo is formed by the initials of the company International Business
Machines. As you can observe the logo has used only three letters which are I, B, and M. And
since it has used only letters to symbolize its company and/or brand, it is then very clear that it
belongs to a letterform type of logos. Letterform is a type of logo design which uses one or
more letters to signify its company and/ or brand.

Also, as you can observe, the logo above uses blue which signifies trust, loyalty, power
and logic. By using a simple logo formed from initials, IBM indicates a clear emphasis on
functionality and mechanism, and also the simplicity of the logo indicates a company that
values logic and rational process. The three letters of the brands name which is present in the
logo is written in a big serif font with horizontal lines of whitespace running through it, breaking
the logo up. As you can see, the bottom right corner of the logo is broken up, the main reason
behind it is for the serif on the bottom of the M be able to display an equal sign which is a
representation for the value of equality, giving people the idea that IBM provides an equal
opportunity to all.

The horizontal, disconnected lines and repeating cold colours, remind people of
mechanic production, rationalism, and a lack of human touch. IBM's logo is linear-extreme, a
letterform that requires a secondary thought process to understand. To sum up, being a
rational, stable, cognitive logo, IBM logo is giving a trustable image, feelings of safety and
confidence to the consumers with no emotional attachment.

Pinterest

Pinterest is a combination of the words pin and interest. It is a social media site
which allows users to pin things theyre interested in to a board.

Figure 5: Pinterest Image

The Pinterest logo has a pin design hidden in the letter P.It is because the word pin
and the act of pinning something to a board plays an essential part in the brands identity. This
pin-shaped P is used throughout the rest of Pinterests branding, including its social buttons,
and even in the phrase pin it, which is frequently used to attract attention to media that can
be pinned to a Pinterest board. All of these hidden pins are designed to get people pinning
things by mimicking the action of pushing a real pin into a bulletin board.

In addition, the logo has used red color for the circle and white for the letter P. The
circle used in the logo emphasises that pinterest is friendly and harmless. The red color on the
other hand, signifies passion while, color white symbolizes the pure intention the company has
to its customers.

Toyota

Toyota is one of the largest Japanese car companies in the world and the leader in
automotive industry. Its logo is one of the most recognizable global emblems and is associated
with exceptional reliability, innovation and great value. To mark Toyotas 50th anniversary in
October 1989, the three-oval logo was first introduced. The logo was designed to create a
strong, stand out visual identity for the brand and announce the arrival of Toyota in many
countries outside of Japan.

Figure 6: Toyota Image

The logo above in figure 6 belongs to the Combination Mark type of logos. It is because
the emblem combined the image of the overlapping ellipses to the companys name which is
Toyota.

Toyota logo is known worldwide as a combination of three ovals. And in order to make
the logo recognisable both head-on and when seen in a rear-view mirror, the three ovals in the
logo are linked in a horizontally symmetrical layout.

Following the Japanese cultural traditions, the new logo was both simple and
meaningful. Each oval is contoured with different stroke thicknesses, similar to the brush art
known in Japanese culture. The outer oval symbolizes the world embracing Toyota. While the
two overlapping ellipses on the other hand, symbolize the hearts of the customers and the
company united in respect, as well as mutually trusted relationship between them. Graphically
they also symbolize T for Toyota, as well as a steering wheel, representing the vehicle itself.
Also, if you try to look at the two overlapping ellipses a little closer, youll actually find every
letter from the word Toyota hidden inside.

Lastly, the space between the ovals in the logo has something to tell to the audience
too. It is actually meant to symbolize the infinite values, which Toyota stands for. These are:
superb quality, value beyond expectation, the joy of driving, innovation, and integrity in safety,
the environment and social responsibility. And of course the colors red in the word Toyota and
the grey in the overlapping ellipses has something to tell us too. Red emphasises passion while
grey portrays the classiness and at the same time accessibility of the company and/or brand the
logo represents.

Amazon

The Amazon logo is quite eye-catching in its design. Amazon was founded by Jeff Bezos
in 1994 and is strategically named after the Amazon River, which is a representation of large,
and the all-encompassing. Amazon was originally an online marketplace to buy and sell used
and new books. It soon diversified selling a variety of things, including furniture; electronics,
food, clothing, and streaming movies live as well.

Figure 7: Amazon Image

Amazon has used this logo since early 2000 and this logo has actually used letters to
stand for its brand. And since it is designed using the companys name only, it therefore falls
under the WordMark type of logos. Upon first glance, you can see a smiling face, which
associates the brand with happiness and giving it a positive implication. But aside from giving
the audience an emotional signs,that smiling face is also delivering a hidden message. If you try
to look at the smile a little longer you can see that the smile itself is in the shape of an arrow
that points from the letters a at the beginning of the word Amazon to the letter z in the
middle. This is to give emphasis to the audience that Amazon sells everything from a to
z.When it comes to color, as you can see the logo has used black on its companys name, and
color orange on the smiling face. The black of the Amazon logo reflects boldness which also
reflects the power, strength, and stability of the company, while orange on the other hand
portrays happiness, innovation,warmth, and pride the company and/or brand can give to its
customers.

Conclusion

A logo is the first and the most durable memory of a brand in the mind of its audience.
It creates the company's entire image and represents what the company stands for to the rest
of the world. Besides being the brands visual and facial identity superficially, the logo also
communicates certain visual messages with the help of the symbols and signs used in it. Using
Semiotic Analysis on the seven (7) selected company logos it was revealed that all semiotic
elements or resources of a logo have its meaning and purpose. It is also very obvious from the
analysis that the Company's logo producer or designer used different style in their design but
used semiotic resources relating to the brand and company's field of work it stands for. For
instance, colours silver, red, yellow, blue, green, black, white, grey, and violet are randomly
selected by each logo producer as a means of recognition and disseminating the intended
messages the Company aims to deliver to the customers. The shape, placement, texture, color,
and pattern are used by the designer with the purpose to convey a certain concept about their
product or company within just the logo. Every element is thought about and placed in the logo
to further the intended meaning.

Six of the selected Company's logos, such as FedEx, Google, IBM, Pinterest, Toyota, and
Amazon have used their companys name for their logo design, while the other one, which is
the apple didnt use its name for its logos design. Instead it has used the image of a bitten
apple for the design of its logo which represents the whole company where it belongs. It is
evident in these logos that the interpretation of images is by its very nature subjective, and an
image can carry multiple messages dependent upon the nature of the visually interpreting
culture.(Olowu 2013: 515). According to Kress and Leeuwen, 2001), it is possible for images to
carry semiotic codes that are very different from texts in their ability to capture and encode
societal norms, expectation and relationship. In addition, the selected symbols, images, and
colours serve as visual images which provide additional information or details to oral
communication (Ademilokun and Olateju 2015).

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