{"id":20644,"date":"2020-10-01T11:05:55","date_gmt":"2020-10-01T11:05:55","guid":{"rendered":"https:\/\/www.zilliondesigns.com\/blog\/?p=20644"},"modified":"2026-04-10T10:32:33","modified_gmt":"2026-04-10T10:32:33","slug":"semiotics-create-successful-brand-identity-design","status":"publish","type":"post","link":"https:\/\/www.zilliondesigns.com\/blog\/semiotics-create-successful-brand-identity-design\/","title":{"rendered":"Spelling Out Semiotics For You To Create A Successful Brand Identity Design"},"content":{"rendered":"

The study of semiotics is extensive and can take years to master how to (successfully) use signs and symbols in visual communication<\/strong> but here I am, yet again, with an easy-to-grasp guide on the why and how of it with a toss of some neat inspirations.<\/p>\n

Sign Versus Symbols \u2013 Same Or Different?<\/h2>\n

Before we dig deeper into the topic, let me describe the difference between a sign and a symbol. And this is important because many times people use these two words interchangeably without thinking for a second that they\u2019re not the same thing. It is a case similar to that of font and typeface \u2013 only a few know when to use which.<\/p>\n

While signs are something that stand for something else; new, ancient, or famous symbols<\/a> have a complex and deeper meaning. For example, a stop sign means just that action while a swastika has a number of historical and cultural associations.<\/p>\n

Let us take another example to get a better grip on the difference between the two. Road signs are often literal and they instantly help you understand what you should do and shouldn\u2019t. In contrast, a symbol like that of a heart is not a true representation of the organ and can suggest anything like love, passion, and care.<\/p>\n

Practice Exercise: Are you getting the hang of it? Take a piece of paper and divide it into two columns of signs and symbols. Go one by one and write down your examples for the two. When done, share your examples in the comments below.<\/em><\/p>\n

While you ponder on that, let me carry on and help you understand why signs and symbols matter in branding<\/strong>.<\/p>\n

\"Types<\/p>\n

Semiotics In Action: Understanding People\u2019s Interpretations<\/h2>\n

In the book, Signs and Symbols \u2013 Their Design and Meaning, author Adrian Frutiger enlightens us with the truth that humans have \u201cdeep-seated concepts\u201d that help them understand the archetypal shape of an object or action when they see graphic elements arranged in a certain order.<\/p>\n

To better understand Frutiger\u2019s suggestion, let us take the example of one of the most famous logos<\/a> of the brand Nike that resembles a tick and it means \u201cjust do it\u201d or to \u201ccorrect it\u201d or that \u201cit\u2019s done\u201d. However, if this symbol is drawn upside down, then the preconceived notion of something being \u201cright\u201d would conflict with the viewer\u2019s thoughts and they will do the mental math to figure out what a flipped tick means.<\/p>\n

\"Nike\"<\/p>\n

Why is this? It is because humans are innately designed to understand patterns and connections. For years, the face up tick has been used to represent everything is okay or complete or that one must begin the journey as the brand suggests, and even the slightest change to the shape derails the viewer into assuming what the meaning is or changed into.<\/p>\n

This is why most logo designs and website designs use icons, signs, and symbols people already consciously or subconsciously know.<\/p>\n

Practice Exercise: Observe some of the signs and symbols you see every day. List them down and write all that comes to your mind \u2013 what they mean, what they \u2018can\u2019 mean, and what objects, actions, or ideas they are signifying.\u00a0 <\/em><\/p>\n

\"sign<\/p>\n

Why Do You Think This Is Important For Brands?<\/h2>\n

The answer isn\u2019t as complicated as you might think. The deal is that although brands need to stand out with their professional logo design<\/a> or customized website, they have to make sure that whatever they are delivering to their target audience is clearly identified and memorized. For this to happen, different businesses have their dedicated industry symbols and signs to choose from when creating their brand identity.<\/p>\n

For example, a set of symbols and signs of the healthcare industry<\/a> include the Caduceus, Rod of Asclepius, Red Cross, Red Crescent, serpents, and heart. Now, you need to watch out that the industry of healthcare is vast and in it there are a variety of fields such as dentistry, rehabilitation, medical insurance, or charity. With the type of healthcare business, the symbols change. For dentists, designers mostly use a tooth in custom logos because people can immediately understand what the clinic is for.<\/p>\n

One more example is of the recurrent symbols in construction logos<\/a>, such as trees, homes, excavators, and cranes. Within any type of logo, whether a wordmark or a combination mark, these shapes, in positive or negative spaces, help brands connect with their audiences much easily because the visual vocabulary is already built.<\/p>\n

All the stakeholders have been trained to consider these signs and symbols as representatives of the construction industry. And so, for businesses, brands, and organizations using an icon, sign, symbol that is relatable and memorable is key to being identified. Of course, brand identity designers can use the latest logo design trends<\/a> to make the usual unusual.<\/p>\n

\"Symbols<\/p>\n

Practice Exercise: Pick at least 5 symbols and ask your family, friends, and colleagues to share their thoughts: what each symbol means and represents.<\/em><\/p>\n

The \u201cWhy\u201d Of Studying About Semiotics In Branding<\/h2>\n

In the research paper, Semiotics and Strategic Brand Management, the Associate Professor, the University of Illinois, Laura R. Oswald concluded, \u201cSemiotics has important applications to strategic brand management by helping researchers clarify brand identity, personality, and associations the brand communicates concerning its history (in diachronic perspective) and about the current competitive environment (in synchronic perspective).\u201d In short, semiotics can help each individual attached or working for a brand to streamline the brand\u2019s image and position in the market. It can also help businesses and designers on how to create a brand style guide<\/a> that keeps everyone on the same page.<\/p>\n

Now that you know why brands use signs and symbols in branding, the tricky bit is how to use them.<\/p>\n