The role of logo design in creating brand emotion: A semiotic comparison of the Apple and IBM logos

Thesis (Master)--Izmir Institute of Technology, Industrial Design, Izmir, 2006Includes bibliographical references (leaves: 111-122)Text in English; Abstract: Turkish and Englishix, 117 leavesThis thesis explains the role of logo design in creating brand emotion as a comparative analysis of Apple and IBM using the semiotic theory of Charles Morris.These research reports the results of the comparisons, and in the light of the results reaches conclusions about the emotional value of a logo to a company and the way it affects their consumers. The visual sign elements of IBM.s monochromatic, straight, striped-block letters versus Apple.s rainbow coloured, rounded, and partially bitten apple have been compared syntactically, semantically, and pragmatically. A well designed emotional logo becomes a visual shorthand for the meanings attached to it, and therefore it influences consumers to be receptive to the brand message and effects consumers emotionally, making them exhibit extreme loyalty to the brand. They invoke emotion and brand not only the company, but the customer as well. This thesis, using semiotics, shows the importance of designing logos to create an emotional, even subconscious, connection with consumers

The Phenomena of Branding Places: Waikiki

This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the r

An investigation of how design managers in organisations in Bahrain manage and evaluate visual communication design for strategic advantage

The role of visual communication design continues to increase in importance around the world. In Bahrain, organisations are increasingly considering visual communication design as a means of accomplishing organisational goals. The research aims to understand the process by which design managers in organisations in Bahrain manage and evaluate visual communication designs to gain strategic advantage. Even though the management of visual communication design has not yet been recognised as a separate category of design management in Bahrain, its processes and approaches may differ from other management applications. This research opens with a contextual overview of the visual communication design management field, before presenting an understanding of how visual communication design can be utilised as an innovative approach to the strategic structuring organisational thinking. Methods have been developed for investigating how Bahraini client design managers manage visual communication design projects. Observational studies and interviews with client design managers and creative directors have been conducted to obtain an understanding of the visual communication design process, together with evaluation procedures in the Bahraini context. These empirical investigations have led to the development of a conceptual framework that describes the visual communication design management process and the evaluation procedure that is carried out by client design managers in Bahrain. The remainder of this thesis explains the outcomes of each phase of the research. The unique contributions of this study are embodied in a discussion of the findings together with reflections and recommendations for those involved and interested in design management in Bahrain

Brand associations as a design driver

This thesis presents an exploratory study over the constructive parameters of an 'emerging' brand through consumer associations. Streams of research for brand study, academic and business practice, were brought together to provide a robust basis. A number of challenges apparent in the communication processes between brand, offering (product or service) and the consumer were recognised. The aim of this research was to investigate the possibility of extending and adapting existing techniques in brand management and consumer perception to provide a theoretical framework supporting consumer associations as a design driver for the development of an'emerging' brand's experience. A sustainable holistic brand experience requires including the voice of the consumer. This has not been deployed accurately previously although there is a shift to this direction by organisations. As consumers do not always say what they actually mean, the use of visual and verbal means for understanding their associative parameters is desirable. The method of picture-aided recognition, with passenger interviews in Greece and U. K. was used. Equally important is the implementation of these findings and preferred characteristics to company communications and the offering provided through a selective semiotic analysis and use of the variables in the design process. A case study methodology, incorporating interviews, observational methods along with enabling and projective techniques were used to triangulate findings and provide an in- depth understanding. This research provides a framework linking the offering, the brand and the consumer along with presenting practical applications. This is a support system on how an organisation could organise the basis of constructing an 'emerging' brand from its 'driver' brand to initiate its sustainable value. Such a system is targeted to the brand management departments of organisations and the design departments or external agencies responsible for the visual manifestation of the brand's appearance to the outside world.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

A nation's visual language: nation branding and the visual identity of contemporary Malaysia

This research explores the role graphic design can play in the national branding of emergent nations, and takes the multiracial, multicultural state of Malaysia as the principal object of study. Contemporary Malaysian society and culture are reviewed in the context of present views of globalization and postcolonialism, and the phenomenon of ‘glocalization’ emerges as an important one in Malaysia. A variety of design research methods are used to identify the nature of graphic design practice in Malaysia, including the examination of the national government framework of design practices and networks, the design-led method of cultural probes, and participatory observation within several Malaysian design agencies. A questionnaire survey was also carried out with a sample group of design practitioners and interviews conducted with key professional design practitioners in the country and members of the Malaysia Design Council. These methods reveal that the professional and personal outlook of local designers is highly influenced by government policies and the support systems provided by government departments

Graphic design and graphic designers in Milan, 1930s to 1960s

Graphic design holds a marginal position in the Italian design historiography in relation to industrial design. Often written by and for graphic designers, histories have tended to concentrate on changes in graphic styles as exemplified in works by prominent designers or the visual communication strategies of major companies. By contrast, this thesis addresses the organisation of the graphic design profession in Milan, from the interwar period to the mid-1960s. Key aspects explored include: graphic design’s mutable meanings and practices; formal and informal educational practices; graphic designers’self-identification with a new profession; and the structures they created to organise and make their practice visible. A focus on dialogue and negotiation between different interest groups stresses the relational and contingent nature of design professions. The thesis asks whether Milan’s graphic practitioners capitalised on modernist ideas such as standardisation, universalism, objectivity and functionalism to distance themselves from graphic arts and advertising, and enable re-categorisation within design. Thus, it problematises the relationship between professionalisation and international modernism, within the specific context of industrial structures in Milan and the hierarchy of design practice in twentieth-century Italy more broadly. The thesis provides an original retelling of stories often taken for granted, and looks behind individual designers and big companies to uncover overlooked narratives. Five chapters addressing the Scuola del Libro and the Cooperativa Rinascita in Milan, the ISIA in Monza, the Milan Triennale, the Studio Boggeri and the associations AIAP and ADI draw attention to educational issues, design practice, professional organisations, networks and mediating channels that have defined, legitimised, represented, advanced, contrasted, and articulated the graphic design profession in Milan. The argument is built on close scrutiny of archival material and other primary sources, including extensive visual material and oral interviews. Methodologies derive principally from history of design and visual culture, and place great emphasis on visual analysis. Visual artefacts are approached both as visual expressions of design methodologies and aesthetic principles and, drawing on actor-network-theory, as three-dimensional actors that interact with people and other artefacts. Despite focusing on the local, the thesis draws on global design history as a methodology by taking into account the dynamic and multi-directional movement of people, ideas, and artefacts within transnational circuits. Building on sociological stances, it approaches professions as socially constructed concepts and argues that professional identities are constantly in formation and require continual adaptation to shifting environments, agendas and design discourses.The thesis aims to offer neither a comprehensive history of Italian graphic design nor a final assessment of its professionalisation. Rather, it prioritises the process of professionalisation, by stressing tensions and contradictions, and by following practitioners’ struggle to articulate what graphic design is. The originality and potential impact of the thesis lie in its endeavour to present a closely-articulated history of the graphic design profession in Milan that draws attention to economic, industrial, political, social and technological contexts, and to propose this as a template for the writing of graphic design history. Furthermore, it provides a historically-integrated, archive-based, outward-looking model for graphic design history as an integral part of the history of design