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From Signifiers to Secrets

Growing up I was an avid American Eagle, Abercrombie & Fitch, and Hollister clothing supporter. The more obvious the logo the better…. until now. As style changes, these companies must change as well. While once many consumers were proud to represent such brands, now they can be seen as out of style. In order to prevent this from happening, I have noticed that once popular brands are starting to hide their logos in an effort to maintain business.

As seen in this picture, the eagle previously was very obvious with its bright pink stitching whereas in the shorts currently for sale the eagle blends in, almost unnoticeable.  This is necessary in order for them to continue to maintain a palce in the market. It’s amazing how one little symbol can make such a difference as to whether someone is inclined to purchase their product or not. 

Straight to the Basics

Semiotics. Who knew there was actually a term that is used to describe the study of how meaning is constructed and conveyed through signs… cause I surely didn’t. Signs are something that play into our everyday lives much more than we realize. All in all they are a visual component that provides some sort of meaning, ranging anywhere from a color to a specific logo. They can furthermore be broken down into the signifier and signified. Think of the symbol a heart

Evolution of Brand Logos

Displayed below are logos that have been modified over the years. Many changed to model other visual elements similar to that of society. Mostly all symbols now take on more modern characteristics. Some of the logos were able to eventually get rid of the name because they became so known in society such as Shell and Pepsi. Some brands changed their images in order to correspond with the new brand images they were attempting to become.

SHELL

BMW

KODAK

PEPSI

FORD

WALMART