Conclusion

Con clusion

To conclude, researching and analysing how semiotics and linguistics influence the creation of logos within a brand has led us to finding out that semiotics and linguistics do not have a similar impact. As logos are a visual element, it is much more beneficial to apply a semiotic analysis as it takes into account all the visual elements in a logo in order to ensure a message would immediately attract the audience’s attention. However, in comparison, the use of linguistics is somewhat limited. Linguistics benefits the language and text used within a logo to clarify a symbol or image, but also to represent text in an informative manner. Based on these conclusions, practitioners should consider the use of semiotics theories as every component within their design will have a meaning or purpose, which will lead to effective communication with the target audience. It was challenging to find evidence on linguistics due to lack of information and examples used by current brands and studies. However, taking into account that languages have a crucial role in logo design understanding linguistics can be beneficial to designers (see appendix 6). In fact, through the interviews, Greg Rowland had claimed that semiotics and linguistics do not have a similar effect, as linguistics does not take into account the whole design but only focuses on the words (see appendix 4). Similarly, Paul Cobley says the same: “literature within design generation rarely takes place” (see appendix 5). Further research is needed to determine the scope of semiotics as linguistics is considered to be a contribution to semiotics as well as philosophy and cultural studies (see appendix 6).

Findings of this research confirm that semiotics is a key aspect when analysing design components within a logo while linguistics has a smaller role. Semiotics has more impact on logo design as well as its interpretation and meaning (see appendix 6). The formulation of signs and symbols was long before the development of languages, and they were one of the primary forms of communication and storytelling (Macnab, 2015). 93% of people said they look for an image rather than text within a logo (see appendix 3). This research clearly illustrates that symbols and icons within logos is more likely to gain a response from the audience.

Through the evolution of signs and symbols, it is still possible to communicate to viewers with just semiotics which means with a semiotic analysis, logos have a better chance of being understood as it takes into account national, political, cultural and social trends which then strengthens brand communication for both local and global markets (Lawes, R. 2020). Thus, the use of semiotics is advantageous to interpret visual meanings, not just in logos but other visual projects; it will allow customers to look at a brand differently. Moreover, it will be beneficial for brand as it will support marketing strategies and be a solution to marketing problems as research shows consumers are more likely to buy products and services frequently.

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