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THE EVOLUTION OF U.S. CORPORATE LOGOS:A SEMIOTIC ANALYSIS
Title
THE EVOLUTION OF U.S. CORPORATE LOGOS:A SEMIOTIC ANALYSIS.
Creator
Cowin, Erica, Matusitz, Jonathan, University of Central Florida
Abstract / Description
The purpose of this study is to examine the evolution of six U.S. corporate logos – Apple, McDonald's, Nike, Pepsi, Shell, and Starbucks – from each logo's inception until the newest version of the graphic emblem today. The objective is to determine the meanings that logos have for a corporation's identity, mission, and relationships, as well as the messages that logos convey to viewers (i.e., mostly customers). By "evolution" of logos here, the researcher means "ongoing transformation" of...
Show moreThe purpose of this study is to examine the evolution of six U.S. corporate logos – Apple, McDonald's, Nike, Pepsi, Shell, and Starbucks – from each logo's inception until the newest version of the graphic emblem today. The objective is to determine the meanings that logos have for a corporation's identity, mission, and relationships, as well as the messages that logos convey to viewers (i.e., mostly customers). By "evolution" of logos here, the researcher means "ongoing transformation" of logos. The semiotic model used in this analysis is Charles Sanders Peirce's (1958 ) semiotic framework. Peircean semiotics is made up of a three-part paradigm of signification: the representamen (or the sign itself), the object (or "referent" – what the sign refers to), and the interpretant (the effect on the viewer, or the viewer's interpretation). Based on the semiotic data on logo evolution, the researcher found six main themes that emerged across the analyses of U.S. corporate logos. These themes are (1) Direction toward the Future, (2) Identity with Viewers, (3) Instant Recognition and Distinctiveness, (4) Consistency throughout Evolution, (5) Invocation of Change, and (6) True Representation of Corporate Identity. The ultimate conclusion of this analysis is that the communicative intent of a company, through its logo, tends to take a long time to develop. A successful logo is one that portrays the true objectives and principles of a company. For this reason, the ideal identity of a corporation tends to be built over a long period of time, which makes logo improvement "evolutionary" in nature. In all six cases, communication plays a major part in logo improvement.
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Date Issued
2011
Identifier
CFE0003597, ucf:48885
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0003597
CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING
Title
CREATING SUSTAINABILITY THROUGH CORPORATE BRANDING.
Creator
Ritz, Hayley, Jones, Dan, University of Central Florida
Abstract / Description
This thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its...
Show moreThis thesis provides a thorough definition of corporate branding, including its benefits when used as a strategic marketing tool. There are many who believe that the logo of a corporation is its brand. However, the logo is only one interpretation of the brand. The brand is the corporation's ethos. It is the fundamental character or spirit of the corporation. It is an expression of who the corporation is. It is the essence that links the corporation's product or service with its consumer through loyalty and emotional attachments. Corporations use various processes and methodologies when they begin to create and enhance their corporate brand. Corporations must define their corporate personality, build recognition, standardize, and fulfill brand promises. There are also obstacles and challenges that corporations face in their endeavor to implement a branding guideline, and the chance of overcoming them without defined leadership is unrealistic. This study focuses specifically on existing literature about corporate branding and cites case study examples to show what makes the best brands successful and where failing brands could have been more successful. The study concludes by providing insight into the future for corporate branding and offering suggestions for technical communication professionals who find themselves a part of the brand building and defining process. There are various rules to branding and traits that are common to every top brand in the world. By instilling its brand with such traits, and following certain processes with focus, passion, and persistence, and most of all a long-term commitment to the brand, a corporation will find its brand among the most recognized brands in the world.
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Date Issued
2007
Identifier
CFE0001871, ucf:47413
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0001871