Brand meaning: Decoding the signs
Alex GordonSign Salad
Semiotics helps to ensure intended brand meaning is achieved. Brands can gain cultural capital when they test for contradictions in the imagery and analyse whether the intended message is aligned in the cultural.
Semiotics is an investigation into how meaning is created and how meaning is communicated. It is a fundamental strategic and creative tool because it ensures your brand values and the intended meaning of your message are received and understood by consumers.
Semiotics is a key tool to ensure that intended meanings (of, for instance, a logo), are unambiguously...