HOW TO MAKE SYMBOLS IN LOGOS IMPRESS CUSTOMERS

In this article, we will discuss why brands emphasize symbols in logos so much and what role these symbols play in brand building.

During the Covid era, many brands have modified their logos to enhance appeal. For example, Mercedes shortened its logo.

Kappa removed the overlapping figures in its logo.

Many other brands added face masks in support of Covid-19 prevention efforts.

These "Covid-era logos" were temporary identity shifts for marketing purposes. Recently, however, some brands have permanently changed their identities, sparking considerable debate.

BMW's logo has become more transparent, while Nissan's logo has slimmed down.

These changes reflect a shift towards aesthetics aligned with contemporary digital trends. So why do brands place such importance on symbols like logos? And what role do these symbols play in the brand-building process?

This time, we will clarify these issues:

I. Semiology is meaning

The concept of Positioning, as explained in "Visual Hammer" by Laura Ries, involves finding a deep-seated position in customers' minds and driving a "nail" into it. Many brands have effectively used a "verbal nail" to seize customer attention. Ries argues that the best way to capture customer minds is not just with verbal nails but also with the power of "visual hammers." The theory of the "Visual Hammer" falls within the realm of Semiotics. However, many domestic enterprises have since innovated to express this concept differently, termed "Advanced Semiotics Theory."

Semioticians have emphasized the importance of "symbols." But what are symbols?

From a psychological perspective, what we purchase is not just a product but also its value and meaning. Humans are influenced by values and desires. We construct value and express that meaning through the creation and interpretation of "symbols."

Semiotics uses forms such as writing, ornamentation, sound, color, scent, behavior, gestures, rituals, etc., to express meaning. These signifiers like writing, ornamentation, sound, color, scent, behavior, gestures, rituals, etc., inherently have no meaning on their own; they only become "symbols" when infused with meaning. Therefore, we can explain phenomena broadly by connecting objects to familiar information systems. This is the essence of Semiotics and the core point to focus on.

So, how does Semiotics benefit marketing activities? Primarily, it offers these three advantages:

1. Enhancing the brand's existing information.
2. Conveying the intended meaning.
3. Influencing consumers' subconscious decisions.

Human subconscious decisions depend on intuition rather than received information. Daniel Kahneman's research in "Thinking, Fast and Slow" found that within the brain's two systems, System 1 predominates over System 2. System 1, also known as fast, automatic thinking, is intuitive, patterned, and subconscious. System 2, or slow thinking, requires more effort, is less used, and involves logical, conscious thought. In other words, psychologists believe that the default thinking method in the human brain is System 1 rather than System 2. The brain's decision-making principle is: If no effort is needed, then no effort will be made. Therefore, many of your purchasing decisions are influenced by your surroundings, especially through the emotional explanations provided by the brain. And then, when a sign or symbol appears before you, the brain actively "packages" and "creates" meaning for that non-verbal sign. This powerful subconscious inertia is the key to Semiotics, helping marketers decipher consumer behavior.

By now, you must have understood part of the significance of symbols. You might ask: So, how do I find symbols that align with my business brand values? And how do I check if these symbols resonate with what I desire in customers' minds?

II. Applying semiotics to marketing

As mentioned earlier, elements such as writing, ornamentation, sound, color, scent, behavior, gestures, rituals, etc., can all be "symbols" to express meaning and interpret it. Therefore, choosing symbols to express different meanings will require different forms of appearance.

Linguist Ferdinand de Saussure believes that each sign consists of two components:

1. The expression. The form in which it is shown (the idea that exists or is imagined by the brain when seeing it).
2. The expression. The idea is evoked from the signal system above.

Let's look at the following examples.

Example from Tide:

Regarding Tide's logo, if you remove the word "Tide," the logo itself resembles a pink heart.

Using Saussure's approach mentioned earlier, the "signifier" is the mental connection a person makes when they see that sign. So how do you connect Laundry Detergent and a Pink Heart together?

Perhaps you've imagined: "It can precisely eliminate stains, especially tough ones in corners, hitting the target every time."

Let me give another example using "color" to convey signification.

The "Imaginary Hammer" book discusses Christian Louboutin's high-heeled shoes example.

Today, Christian Louboutin's high heels are coveted by women worldwide, consistently topping luxury item lists. The reason for their immense success largely lies in the "imaginary hammer" of the shoe sole and slim high heel, both highly recognizable features.

In an interview, Louboutin referred to the shoe sole as the "signifier (associated with what)" of the sign, "the red sole is like applying lipstick to the shoe, making people want to kiss them, with the toes peeking out, truly sensual."

These examples express signification through imagery, color, or writing. These are primary applications of Semiotics. However, there's a more specialized and sophisticated method.

Let's consider another example.

This method is discussed in Philip Kotler's "Marketing Management." In theory, it remains the same; it's just that scholars name them differently. Here, I'll briefly use Philip Kotler's perspective to illustrate. In "Marketing Management," this specialized term is known as Targeted Marketing. It means exchanging benefits and presenting images, products, and services that the marketing company combines with one or more other "projects," thus establishing partner relationship marketing activities, known as Targeted Marketing.

It may sound lofty, but with a little explanation, you'll understand.

"Marketing Management" mentions Avon cosmetics. In 1992, they invested in breast cancer research. To date, this project has received hundreds of millions of dollars in investment. The reason for this investment is simple: 99% of breast cancer cases are women, and Avon is a cosmetics company. By supporting breast cancer research, they satisfy women and build a strong image of respect for women.

These examples are from large companies. What about small companies? How can we know if the sign used is effective or not?

In fact, the method is similar to other qualitative studies we often conduct.

Does the signification you want to express match the audience's thoughts? This is the question to answer. And the simplest way to answer is to ask people directly.

Collect various interpretations of the sign through surveys. After identifying the most common interpretation, see if it matches the meaning you want to convey.

Once you've determined the meaning of your sign, the next step is decoding consumer psychology. It's also about decoding the meanings of sign components. All decoded components need to be integrated into the entire marketing communication process. Even in the latest advertising or flagship product, these must be clearly demonstrated. Then compare the results obtained.

Once you've identified the underlying meaning of the sign, you can correct errors in your strategy or product. Because everything boils down to one thing: ensuring consistency in the meaning of the sign throughout all marketing materials.

Establishing a brand sign is a long-term and systematic process. Sometimes, you encode the meaning of a brand sign subtly or deliberately in brand information. But you still can't control how consumers interpret it. Just as you might easily accept a car branded by Apple, a Toyota phone might seem very strange. Even with strong Toyota marketing, your mind may find it hard to accept a phone from them.

Adidas has an excellent advertisement for brand signs.

I use this example to analyze how perfectly combining sign components into marketing materials.

This advertisement explains the sign's meaning from three perspectives: visual recognition, acknowledgment in speech, and acknowledgment in behavior.

Firstly, from the perspective of visual recognition.

The character's foot bandages in the advertisement reveal Adidas' three-striped logo. Visually, it's a simple image of pain and a rare wound. This makes people want to find out more about the cause of these injuries. At this point, you'll look at their content.

So, second, Agreement with the slogan

Adidas uses the phrase "fake hurts real" to create an association between the pain from foot injuries and the economic losses they face. Consumers may not care about a company losing a small portion of its billion-dollar value, but they can relate to and feel the pain of their own feet.

And finally, Consensus in behavior.

"Fighting counterfeits protects oneself." If you agree with this statement, you also support Adidas' actions against counterfeit goods. It also reaffirms the image of being a professional protector for their athletes.

Marketing is about persuasion, and psychology is a subset of persuasion. Semiotics is a smaller subset of psychology.

So, only with knowledge of Semiotics can one embark on the path to becoming a marketing expert.