Tuesday, September 22, 2009
Q: Choose a company logo and write about its qualities as a picture, symbol, and a sign.
As a picture, the Target logo does not invoke a literal association with an actual target. The circles are too perfect and the lack of a background immediately inform the viewer that this is not something that you are going to encounter in the real world, unless you happen to see a picture of it somewhere, say perhaps in or near a shopping mall. As a symbol, when looked at without the text that says "Target", it is clear that this represents a target. The layered red and white rings of varying sizes are unlikely to represent anything else. Someone might interpret this as an indication that they are on the right track, or that the correct path is ahead of them. As a sign, obviously the successful chain of retail stores has saturated culture with their sign through advertising and prominent placement outside of or near malls, that it effectively lets people know that a flyer with the image on it belongs to them, or that if they follow the sign, they will arrive at one of these shopping centers. Because they clearly thought their logo through strategically, there is no question about what it should be associated with. Had they picked a cube, or a pyramid, the association may not come as quickly, which might have negatively impacted the brand they created.