Apple Computer's "apple" logo is a perfect example of inconography in branding, as the apple is a fruit laden with cultural, religious and historical meaning. Rooted in the biblical story of Adam and Eve and the lore of Sir Isaac Newton, the apple is ubiquitous as a symbol of knowledge in Western culture. The bite taken out of the apple is a more subtle and interesting symbol, yielding a variety of possible interpretations. Perhaps the "bite" is a play on the computer term "byte." Or, the bite from the apple could refer directly back to the Garden of Eden, symbolizing the "partaking" of the fruit from the tree of knowledge, suggesting that Apple is pursuing knowledge or that in buying Apple products, the consumer will be able to access knowledge. The bite could also have overtones of anarchy, suggesting that Apple will be destroying established systems of knowlege and creating new ones. Whatever the original intention, it is a great logo--simple, elegant and able to transmit both subtle and direct messages to the consumer about the company.
Image from: http://www.tmsgraphics.ca/tmsgraphics/pages/logo.html. Retrieved on October 18, 2007.
Logos are full of such iconography, ranging form subtle to not-so-subtle. A great example of a not-so-subtle, yet very effective, logo is the NBC peacock. The peacock, obviously, is a symbol of color, and NBC's ad campaign when it rolled out the original peaock logo in 1956 made this connection quite clear for anyone who may have missed it. It was an
effective weapon in the tv color wars, which this logo helped NBC win by communicating to consumers that NBC was the place to see "real color" on television. The current logo, which was introduced in 1986, presents the peacock in an even more simplified, stylized form. The peacock's head has been turned from left to right, subtly conveying that NBC "looks to the future."Images from: http://www.classicthemes.com/50sTVThemes/themePages/nbcLivingColor.html. Retrieved October 18, 2007.
Taking the time really study some of the world's most famous logos has been a fun and valuable exercise. I likely have been getting the "messages" conveyed by the logos subconsciously as a consumer, but contemplating those messages directly and understanding the skillful ways artists have woven the intended messages into the visual images has given me a new appreciation for their power as symbols.
[As for the terminology, it is my understanding that a symbol is a visual image that has meaning for the viewer because of cultural, historical or religious events, stories or beliefs. An icon is a symbol or sign that has been used to convey a particular message. A logo is a symbol [or sign?] that is used as a trademark in connection with a product, service, company or organization. As for the difference between a sign and a symbol, I'm still a bit fuzzy on that. Some things I read used "sign" as a category under "symbol," others used "icon" and "symbol" as a category under sign, etc. etc.]
No comments:
Post a Comment