The Ongoing Transformation of the McDonald's Logo - Ohio University

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possesses a larger meaning; as a graphic symbol, it embodies the true values of a company (Heilbrunn, 1998b). To be successful, logos must be (1) recognizable, (2) bring forth a consensually held meaning for the intended target market, and (3) induce positive affect (Cohen, 1986; Vartorella, 1990). The degree to which logo development is efficient is dependent on the feeling evoked by the logo (positive or negative), the intensity of the affective reactions, and how closely the logo is linked to the identity and mission of the company. Positive emotions brought about by the logo can be achieved with, first, logo design and can be developed over time through increased logo exposure (Henderson & Cote, 1998; Zajonc, 1968). Logos have been in use for a long time to denote brand origin and ownership and to construct brand associations. The Coca-Cola logo is one of the most recognized logo throughout the world, used for over 300 beverage brands (Blue, 2003). Successful logos are symbolic in terms of their image attributes in that they serve to clearly differentiate the brand from competitors more successfully than their functional attributes (Belen del Rio, Vazquez, & Iglesias, 2001). An effective logo is then able to relay to a consumer the existence of a bonus based on the recognition of a greater value communicated by the specific brand (Leventhal, 1996). The message of the logo indicates the statement of a promise to shape the expectation of the consumer. Arguments exist that an effective logo also changes the manner in which buyers go about consuming the products and/or services that the logo symbolizes (Park & Petrick, 2006). The corporate logo is a means of building trust with the customer. When applied to a Web site, a company’s logo has the potential to either increase (or decrease) conversion rates of consumers at first glance (Haig, 2008). Should the logo nonverbally communicate its “trustworthy” dimensions in its portrayal of an image, it is in essence influencing desirable and flattering attributes of the corporation. Such aspects as efficiency and on-time execution can be portrayed through a logo’s design (Haig, 2008). The logo must exist by itself and trigger, in the consumers’ minds, the whole host of emotions and images that the company represents – emotions and images that the company may have taken years to ascertain as the basis of its corporate identity. Logos that are able to portray this engender consumer loyalty to their corporation by being reminiscent of a positive corporate image. Logos that do not succeed in this regard not only neglect consumer loyalty and goodwill; they also may even produce a negative image of their company in the mind of their target viewers (Selame 1988). In communicative terms, logos are symbol systems which transmit Cowin & Matusitz - The Ongoing Transformation of the McDonald’s... 23
24 information (Alberto, Fredrick, Hughes, McIntosh, & Cihak, 2007). Sometimes, only one or two elements are required to uncover a logo’s meaning (McGee, Lomax, & Head, 1988), such as the logo design or its specific colors. The logo is a unique sign in that it contains not only a representative function, but also a pragmatic function in relation to its commercial value. In this sense, it shapes a reaction from the receiver with regard to recognition, liking, awareness, etc. Its status as a sign is multifunctional, and may be ambiguous (Heilbrunn, 1997). Consumers have become accustomed to the plethora of visual imagery and symbolism to the extent that they do not even realize how much they depend on logos as indications of quality among the consumer culture (Selame 1988). Corporate communication divisions are faced with the challenge of attracting attention amidst the massive amount of advertisements and mass media products that comprise the “admass society” according to J. B. Priestly (Sparke, 1986). A logo that is well designed becomes a visual shortcut for the meanings associated with it, and hence influences its viewers (consumers) to receive the brand message with its emotional effects, bringing about extreme loyalty to the brand. They attribute emotion to not only the company, but to the consumers as well (Bird, 1992). Semiotic Perspectives The method employed in this study is Peircean semiotics. Let us first define semiotics. From a general standpoint, semiotics refers to the study of signs and symbols, especially their processes and systems (Sebeok, 1976, 1991). Semiotics is “the exchange of any messages […] and the system of signs that underlie them” (Sebeok, 1991, p. 60). Fiske (1990) insists that the creation of meaning needs to be incorporated in this definition. Messages comprise signs, which are conveyed through sign systems. These sign systems are termed codes. Meaning emerges to the extent that the decoder (i.e., message receiver) understands the code (Moriarty, 2002). Semiotics focuses on the interpretation of sign functions and the perception of meaning by the decoder. This process includes both affective and motivational properties (Nöth, 1990). This analysis concentrates on the communicative role of a sign – i.e., the McDonald’s logo, which is a nonverbal sign. Charles Sanders Peirce’s (1958 [1931]) semiotic framework has longestablished roots in philosophy. It is composed of a three-part framework of signification: the representamen (or the sign itself), the object (or “referent” – what the sign refers to), and the interpretant (the viewer’s interpretation, or the effect on the viewer). For Peirce, semiotics signifies the sign-object relation. Peirce’s interpretation of semiotics draws upon the cognitive-philosophical approach. Therefore, his view focuses mostly on the analysis of meaning Journal of Visual Literacy, Volume 30, Number 2
Page 1 and 2: 20 Journal of Visual Literacy, Volu
Page 3: 22 transformations were made. In th
Page 7 and 8: 26 the meaning or concept - what th
Page 9 and 10: 28 Figure 1: Image of the original
Page 11 and 12: 30 perception of colors with regard
Page 13 and 14: 32 background in its initiative to
Page 15 and 16: 34 Alberto, P. A., Fredrick, L., Hu
Page 17 and 18: 36 Hughes, M. (2008, January 4). Lo
Page 19: 38 strategy without affecting mood.

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