The significance of discovering visual metaphor in a logotype on the remembrance (of that same logotype).

Abstract

We investigate visual metaphor (visual symbolism) in logotypes, its perception, and its effect on memory. Henceforth, a visual standard experiment was developed for that effect. This model can be adapted to other logotypes (fig.4 and fig.6). Our research aims to evaluate the value of the perception of visual metaphor within a logo and its mnemonic consequence on the observer. In general metaphor, or symbolism, is an action, person, place, word, or object that represents another to give a different meaning. On our study we evaluate visual metaphors, therefore metaphors that are perceived through visual representation, such as is the case in logos, symbols, logo marks, marks and all derivative paraphernalia of nomenclatures associated to any kind of Visual Identity; be it Visual Corporate Identity or Visual non-Corporate Identities such as services, products, and persons. Many designers incorporate universality to symbols in the conception of “logos”. For example, Linden Leader (1994) for FedEx incorporates an arrow, symbolizing to move swiftly and directly. It is the designer’s exertion and experience that will complement symbolism into a new graphic form, until then unknown. We evaluate the condition of adding a universal graphic form to graphic creation and its communicative reach.

Keywords: logotype and logo, graphic design, creativity, visual metaphor, symbol.

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