Semiotics And Hidden Meanings
This task was to explore the impact that hidden meanings and semiotics have on logos and their undeniabe place in the Graphic Design industry. I had a little difficulty towards the end finding images that actually used obvious hidden messages and semiotics, but apart from that I had no trouble understanding this task. It was interesting to have a look at this subject as it doesn't just teach us more about graphic design, it teaches us a lot more about our language and how we communicate globally. I feel that I did an exemplary job on this task, and I feel that I explained things eloquently and simply, I feel that this research and presentation is easy to understand and formatted correctly and consistently.
What are semiotics?
Semiotics are the connections and meanings that we add to things, and why we add meanings to things, what colours, objects and social contructs we associate with things and give meaning to through use of our culture.
Semiotics are a study of and the observation of what a logo, symbol or
image/imagery means, it is the analysis of what we denotate and conotate to what. It is also the study of how certain words or image respresent and mean certain things, and how certain colours, objects and combinations of objects mean and represent different things. They are also a study of how our subconcious minds create and add meaning to things that would otherwise not mean anything at all, and how our culture directly affects semiotics.
Association?
There are many examples of semiotics, and association through semiotics, good examples include colours, fashion choices, logos, adverts and sign systems. For example, red is associated with danger, blood, anger, passion,
sexuality, aggression and violence, green is associated with nautre, healing, creativity, growth, health and positivity. Black clothes are associated with death, goths, urban environments, depression, sexuality, pink clothes are
associated with fun, love, brightness, plastic, femininity, children, youth.
Denotation:
The denotation of something is its basic meaning, what it literally is, on its own away from context and cultural
impressions such as logos, adverts, gestures, cultural uses etc. For example a flower on it’s own without it being used as a romantic gesture is a denotation.
Connotation:
Connotations are secondary meanings of things, for example giving someone flowers, in our culture, may mean love or friendship depending on the flower, or a bouquet of flowers may just be a polite gesture, or a means of saying thanks. This is a connotation.
Semiotics are the connections and meanings that we add to things, and why we add meanings to things, what colours, objects and social contructs we associate with things and give meaning to through use of our culture.
Semiotics are a study of and the observation of what a logo, symbol or
image/imagery means, it is the analysis of what we denotate and conotate to what. It is also the study of how certain words or image respresent and mean certain things, and how certain colours, objects and combinations of objects mean and represent different things. They are also a study of how our subconcious minds create and add meaning to things that would otherwise not mean anything at all, and how our culture directly affects semiotics.
Association?
There are many examples of semiotics, and association through semiotics, good examples include colours, fashion choices, logos, adverts and sign systems. For example, red is associated with danger, blood, anger, passion,
sexuality, aggression and violence, green is associated with nautre, healing, creativity, growth, health and positivity. Black clothes are associated with death, goths, urban environments, depression, sexuality, pink clothes are
associated with fun, love, brightness, plastic, femininity, children, youth.
Denotation:
The denotation of something is its basic meaning, what it literally is, on its own away from context and cultural
impressions such as logos, adverts, gestures, cultural uses etc. For example a flower on it’s own without it being used as a romantic gesture is a denotation.
Connotation:
Connotations are secondary meanings of things, for example giving someone flowers, in our culture, may mean love or friendship depending on the flower, or a bouquet of flowers may just be a polite gesture, or a means of saying thanks. This is a connotation.
Types of Images That Have Messages
An Icon:
An icon is a type of imagery that displays and describes what itself is, and what it stands for, a literal sign. A photograph, an architects building design, a star chart all come under this category because they copy or imitate aspects of their subject.
An icon is a type of imagery that displays and describes what itself is, and what it stands for, a literal sign. A photograph, an architects building design, a star chart all come under this category because they copy or imitate aspects of their subject.
A Symbol:
An image thats meaning is mostly societally created. A learned sign. A symbol can mean many things depending on how a person perceives its meaning.
A person learns a symbol through experience or past experience, words are a good example, there is no reason why the word “dog” would represent a dog rather than a cat.
An image thats meaning is mostly societally created. A learned sign. A symbol can mean many things depending on how a person perceives its meaning.
A person learns a symbol through experience or past experience, words are a good example, there is no reason why the word “dog” would represent a dog rather than a cat.
DOG
An Index:
An idex is a type of imagery that indicates a situation or something, it doesn’t neccesarily show what the image describes within the image. A footprint of an animal is an index, because you can tell what animal left the footprint, but the
animal itself cannot be seen. Wet roads, soaked clothes or a stain are also
indexes, wet roads indicate that it may have rained, soaked clothes also indicate this and also indicate the possible location or state of a person, a stain can be an index if we are talking about what food a person at on a specific day, or what activities they participated in.
An idex is a type of imagery that indicates a situation or something, it doesn’t neccesarily show what the image describes within the image. A footprint of an animal is an index, because you can tell what animal left the footprint, but the
animal itself cannot be seen. Wet roads, soaked clothes or a stain are also
indexes, wet roads indicate that it may have rained, soaked clothes also indicate this and also indicate the possible location or state of a person, a stain can be an index if we are talking about what food a person at on a specific day, or what activities they participated in.
Logo Terminology
Logotype:
The type face used or created to be used in the logo, slogan or brand aesthetic.
The type face used or created to be used in the logo, slogan or brand aesthetic.
Logomark:
The symbol, pictrograph, or ideogram used or created by a brand or company as a logo.
The symbol, pictrograph, or ideogram used or created by a brand or company as a logo.
Colour Coding
In the subconscious mind, colours are more than just colours, the denote certain emotions, feelings, meanings and words.
For example, red denotes passion, anger, sexuality, blood, danger and draws the attention.
Green is usually associated with organic products, growth, health and positivity.
Yellow is usually considered a cheerful or childlike colour so on and so fourth.
The colours used in a brands logo can greatly change how it’s target audience reacts and perceives the brand, this is why colours are important within a logo or brand image.
For example, red denotes passion, anger, sexuality, blood, danger and draws the attention.
Green is usually associated with organic products, growth, health and positivity.
Yellow is usually considered a cheerful or childlike colour so on and so fourth.
The colours used in a brands logo can greatly change how it’s target audience reacts and perceives the brand, this is why colours are important within a logo or brand image.
Sign Systems
Sign systems are everywhere, and are mostly man made, even if you don’t realize it. Road signs are type of sign system, and are used every single time somebody drives anywhere, in order to drive safely along a road, a person has to be able to understand and follow this sign system correctly. Most sign systems are comprised of icons and indexes in order to accurately get their instructions or warnings across. Toilet signs and the signs you see in shops are also part of a sign system which was most likely created by the brand or store themselves.
We take advantage and take for granted sign systems every single day, without realising it, this is because most sign systems only really affect us subconsciously, unless we are actively following or looking for a component of a sign system, when out shopping, or driving.
Another example of a sign system, which we all definitely take for granted on a regular basis, is clothing, clothing is more about or personality or political choices in modern society, as opposed to just being used for warmth and protection against the ailments. Dark clothing with chains, black lipstick and pale make up denotes things like, I am a goth, I am punky, I like horror movies and the macabre and so on, baggy clothing with gold accessories, hoop earrings, baseball caps, and trainers can denote things like, I am urban, I like hip hop music, I am sporty and so on. When one “dresses to impress” they are doing what brands do to some extent, they are deciding which “target audience” to market themselves to, or which social groups they wish to be noticed by specifically. We give out this sign system in order to find people like us, or those with similar interests than us.
We take advantage and take for granted sign systems every single day, without realising it, this is because most sign systems only really affect us subconsciously, unless we are actively following or looking for a component of a sign system, when out shopping, or driving.
Another example of a sign system, which we all definitely take for granted on a regular basis, is clothing, clothing is more about or personality or political choices in modern society, as opposed to just being used for warmth and protection against the ailments. Dark clothing with chains, black lipstick and pale make up denotes things like, I am a goth, I am punky, I like horror movies and the macabre and so on, baggy clothing with gold accessories, hoop earrings, baseball caps, and trainers can denote things like, I am urban, I like hip hop music, I am sporty and so on. When one “dresses to impress” they are doing what brands do to some extent, they are deciding which “target audience” to market themselves to, or which social groups they wish to be noticed by specifically. We give out this sign system in order to find people like us, or those with similar interests than us.
Logo 1
I had never noticed before that the white space in between the E and X in the FedEx logo, looks like an arrow! They have used a bold font to make the logotype noticeable, and have chosen the colours blue and orange, blue has connotations of trust, intellect and royalty, whereas the bright and cheerful orange has societal connotations of friendliness and confidence. The hidden arrow symbol also adds the connotation of motion, which makes perfect sense as FedEx is a delivery courier, I believe that they chose these colours and symbols to add the feeling that their service is customer orientated mostly, trustworthy and always working hard to make sure your package arrives safely, and on time, with friendly customer service and delivery personnel. So I guess in this instance you could say that the “hidden” or “subconscious” message is, trust, friendliness, and motion.
Logo 2
I really like the way the golf club has utilized the tool of hidden images to portray two images in one. The first image that can be seen is an icon of a man swinging or hitting a golf ball with a gold club, the second image, which utilises the blank space in the logo, is an icon of a Spartan helmet. They have chosen the colours black and an ochre tone for the background, black is used to symbolise power and boldness, whereas the ochre tone, in my opinion comes across as a natural, gentle and friendly colour. I believe that they have chosen these colours to give out the message that their golf club is masculine and powerful, but also friendly, I get the feeling also from the imagery that the combination of these colours represent an environment which is helpful and nurtures gold skills, while at the same time focusing on the power behind those skills and proficiency in them too. The gold clubs name is “Spartan Golf Club” so it only makes sense that they would use Spartan imagery within their brand package.
LOgo 3
This is one of my favourite logos of this bunch! I love a good spectrum of colours! The hidden image in this logo is that the swirl of colour twists and bends into the letters “V” and “W”, the first letters of each word in their company name. The fact that they have chosen a white background for their logo really emphasizes the white space, which really makes the hidden message noticeable. Because they have used a spectrum of colours, it gives out a really alternative and friendly feel to the logo. Vivid ways is a blog websit focusing on personal development and colourful living, it's a blog that aims to inspire people in daily life. Vivid ways, in my opinion, seems like it could be a charity, affordable solution site, or even a brand of coloured pencil, I think the message that the brand was trying to get across was that their company specialises in many things, and is open-minded in the clients that they work with.
Logo 4
The Toronto Raptors logo (emblem) is a symbol of a ball with motion lines, but it is also an index of a Raptor claw. I can assume based on the logo that the Toronto Raptors are either a baseball, football or volleyball team, or maybe even basketball. They have used the colours red and white to add the connotation of passion, and purity in my opinion, as a sports team passion is definitely important as this passion will determine how they do in matches or competitions, since a Raptor is a dinosaur, the colour can also have the connotation of primal instinct or blood, making them an intimidating opponent based on their logo.