Project Statement

Project Statement 

Useful Books:

Danesi, M, Brands

Healey, M, What is Branding

The practical response of a logo acts as sign and symbol which the audience will interpret with that manufacturer. The aspect of the sign is taken metaphorically in a sense of an agreement, Healey (2008). 

Graphic design is at the heart of our understanding of branding. Design is taken as a tool in branding, which stems development through the role of the designer. The investigation of the process of design is through the understanding knowledge of interaction through audiences and the surrounding environments, Healey (2008). This is shown practically by gathering research of contextual designers of existing logos, and of gathering research of context of the theme of 1980’s culture. An audience analysis for the logo design helped stem the design in a certain aesthetic to fit the audience, as well as attract the audience towards that certain manufacturer. 

Logos are the pictorial counterparts of brand names. A logo is the name, symbol, trademark belonging to the manufacturer, the design has purpose for recognition. This was shown practically through the final outcome of a logo for a manufacturer of a clothes company. 

Kress (1996) discusses the semiotic sense through cultural and historical meanings. This was shown through research into 1980s as well as existing logos during the time period. The design aesthetics relate to the aesthetics in the 1980s. 

Argument within design: interpreting meaning

However, a major problem in the market place was the identification of which product belong to who, therefore branding helps create this differentiation. This is developed through cultural meaning: cultural meaning is known as a connotative meaning in semiotics. The more meaning which is applied and developed into a brand, the brand is likely to be socialised. Meaning is conveyed through a mental construct. This mental construct is established through culturally shaped images which is recognised towards specific brands. An example of this is Amazon.com. Amazon.com is a web interface which functions as a book store. The conceptual approach of Amazon includes 2 connotations: The first connotation reflects the Greek mythology. The context of this is the war- like woman who would exclude me from their society. This concept was later adapted into the English context to describe in a metaphorical way, a woman who is gigantic would be described as an Amazon.  

This is argued through the meaning of the ‘Clydesdale’ as this was a 1980s term which means desire, this relates to the aesthetic of someone who desire clothes. However, this meaning could perhaps be misinterpreted as this word is used for banks in the modern day. The word also has association with horses, perhaps this could be misinterpreted with the countryside.  

The Toronto Lugano, researched into logo aesthetic, research is proven that geometric shapes are more aesthetically pleasing. Examples of a geometric logo in the modern day is the Mercedes Benz logo, the purpose of this is to address recognisable and memorable characteristics. The purpose of logos is to address a unique aesthetic. This is shown through using the geometric shape of a circle to convey the meaning of the sunset but to also encourage a more harmonious, friendly approach towards the logo. This design feature will make the logo more recognisable.