The role of logo design in creating brand emotion: A semiotic comparison of the Apple and IBM logos

Abstract

This thesis explains the role of logo design in creating brand emotion as a comparative analysis of Apple and IBM using the semiotic theory of Charles Morris.These research reports the results of the comparisons, and in the light of the results reaches conclusions about the emotional value of a logo to a company and the way it affects their consumers. The visual sign elements of IBM.s monochromatic, straight, striped-block letters versus Apple.s rainbow coloured, rounded, and partially bitten apple have been compared syntactically, semantically, and pragmatically. A well designed emotional logo becomes a visual shorthand for the meanings attached to it, and therefore it influences consumers to be receptive to the brand message and effects consumers emotionally, making them exhibit extreme loyalty to the brand. They invoke emotion and brand not only the company, but the customer as well. This thesis, using semiotics, shows the importance of designing logos to create an emotional, even subconscious, connection with consumers.