7-days of FREE Audio papers, translation & more with Prime
7-days of FREE Prime access
7-days of FREE Audio papers, translation & more with Prime
7-days of FREE Prime access
https://doi.org/10.1177/0973258614528607
Copy DOIJournal: Journal of Creative Communications | Publication Date: May 30, 2014 |
This is a semiotic analysis of the Royal Dutch Shell logo (the Pecten—scallop shell). More specifically, we looked at the evolutionary examination of the corporation’s logo from its inception in 1904 until the newest version of the graphic emblem today. This semiotic analysis has two chief purposes. First, the internal meaning of the logo as a sign is analyzed, using Peirce’s three-part model of signification (that is, representamen–object–interpretant) which justifies the relationships existing between the sign and its object. Second, an examination of the relationships between the sign and its external referents is presented. An important conclusion is that, to be effective, the Shell logo has to be recognizable, easy to perceive and understandable. It has also been streamlined over the years to portray the true values of the company. For this reason, corporate identity tends to be evolutionary in nature.
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.