How to experiment if visual metaphor in a logotype has significance to remembrance
Abstract
We investigate metaphor (symbolism) in logotypes, its perception and its effect on memory. Thus, one visual standard experiment was developed for this effect. This model can be adapted to other logotypes (fig.4 and fig.6). Our research methodology aims to evaluate if this perception of symbolism within the logo occurs and if it has a consequent mnemonic effect on the observer. “Memorability is one of the most relevant descriptors to access logo effectiveness” (Rand, 2014).
Many designers incorporate universal symbols in the graphic concept of “logos”. For example, Linden Leader (1994) for FedEx incorporates an arrow, symbolizing to move swiftly and directly. Nike’s logo is a further abstraction on the same symbolic theme of swiftness and directness even though it is inspired on the wing of the renowned statue of the Greek goddess of victory, Nike, who served as the cause of motivation for the distinguished and audacious warriors. We, therefore, evaluate the condition of adding a universal and common graphic characteristic to a logo and its communicative reach. All graphic identities are intended to accomplish remembrance. It’s the designer’s exertion and experience that will complement symbolism and novelty in a graphic form, until then unknown.
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