From The Visual Brand Character – A Digression On The Semiotics

An interesting and errinnerungswrdiges logo is at the same time for every company and every major brand identification symbol, while trademark. For this reason, every company places great value on their own and especially suitable logo. A good logo, but is far more than just a sign of recognition. It is the recognition, recognition factor, and signboard. It is also often enough on the crucial first impression of a company. Therefore, the design of a logo in advance of a brand or company introduction will be given special attention and designers can incorporate their creativity. But the so-designed word or figurative mark, as it is called the mark technician also must be communicated to the commissioning client only once, so to speak, made palatable. Well, when you get the terminology used in the logo for the design elements are at hand, even when used in the graphic in the industry are often not very accurate.Sign and symbol, the concept of “character” is standardly used in communication theory for information carriers. The name comes from the Old High German of “zeihhan” and draw means. A sign is in the semiotics (study of signs and sign systems) a symbol that is assigned to a meaning. So that each element, the information transmitted by a certain amount of its importance as a sign. Characters are also parts of fonts which are used in the logo design as much as other representations used. Characters were originally from pictograms or symbols, which over time in different cultures, often their recognition value is lost. The general convention but yet always conveys its meaning. The sign itself is therefore only a generic term which can meet under the other distinctions. One of the signs under the current terms is the “symbol”. This is to visually put signs that point to something.But unlike characters, they have no commonly understood meaning, but are composed of letters or symbols, whose meaning must first be agreed. Only then they can understand the contents of the symbol decode. Frequent indication for symbols are religious or mythological concepts, visualize something does not really noticeable. The “icon” Derived from the symbols there are also images whose meaning can develop straightforward. These include pictograms (from Latin and Greek painted pictum = Graphein write =). These are icons, which connects the viewer with a unique concept. Means to an end here is a graphical simplified, highly stylized representation. It is intended by the importance of her but obviously from the viewer or be easy to learn. Due to the generality of the language-and culture-icon and can be understood by everyone. The “Signet” or also known as The logo mark image (lat.Signum =) character marks, however nothing universally recognizable, but is used for the identification of a product or company. Historically, the Signet was initially used for a notched mark the 18th Century marked then printing when the printer or publisher signs. Today, the Signet, where is a pure pictorial form, a superiority of the logo. Here the word “Signet” or the “brand image” in the graphic design is also used synonymous with “flagship” or “calling card”. For it is an abstract symbol, a reference to the company and visualized their listing. The Mercedes star creates it is even to be so clear that no additional labeling is necessary for recognition. But this works only for a few marks, so that an additional identification of the brand image is necessary. The “Condor group” or word mark you mentioned is about the logo, also graphically designed logo.Logos make this a kind of “writing” that results from the logo and word marks grams. The logotypes can (from the Greek logos = meaning, word and graphein = writing) indicating the name of the company’s uniquely designed again. Such a confusion is more or less excluded. Logotypes can therefore be used letters or number sequences, the abbreviation or the full name of a company. Examples are “Siemens” in the typeface and color, or “Volkswagen” is also in the specified font. The VW logo in a circle as one of them. About the term “visual brand” Only companies with good marketing budget will be able to establish brand image for the clear identification with the company as a recognizable character. Is therefore frequently used as a logo, the word mark. But even this is sometimes not clear, so that designers often combine to design a logo logo grams and Signet together. One example has been the rotating propeller in white and blue with the lettering “BMW” cited above.For this purpose, is used in the industry, the term “visual brand.” It should, however, like the word or figurative mark clearly and unmistakably represent the company and be easily recognizable. It is important that the visual brand will be timely brought in connection with the company and stands out from competing brands. Especially in the field of fashion shows impressively how important brands, and therefore also its identification. Whether it’s the Lacoste shirt with the appropriate crocodile or the Levi’s jeans with the slogan, visual marks determined in our time not only to identify a company but also about whether a product is purchased or not. Here lies the responsibility of the graphic artist, who with the visual brand and ensures their uniqueness also for the success of the company. Author: Tomislav Bubec

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