Essay Available:
Pages:
2 pages/≈550 words
Sources:
3
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 8.64
Topic:
Distinguish Semiotic Visual Communication
Essay Instructions:
Assignment Content
Competency
Distinguish Semiotic Visual Communication
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
You work for a marketing organization that has taken on a new client. The new client is a holding company for numerous chain restaurant brands. This client has recently decided to consolidate three of its similar existing offerings into one brand to create efficiencies. It wants to take the things that three restaurants do best and combine them into one brand.
The client wants to apply the same approach to its visual communications for the brand. Your task is to distinguish the most effective visual elements of the existing restaurants’ logo graphics and suggest how they might be able to be remixed into a new logo.
Remember, this is NOT about which restaurants you like best. This is about dissecting the logo graphics for the restaurants based on what you learned in this module.
Instructions
Choose three (3) chain restaurant logos from the United States and download their logos from the web.
The restaurants must be the same type of cuisine (e.g., American, Italian, Mexican, Thai, Chinese, etc.).
The restaurants may be regional or national chains.
Download the logo graphics.
Insert the three (3) restaurant logo graphics into a Microsoft Word document.
Compare and contrast these logos addressing the following:
Logo symbols/symbolism
Depending on your chosen restaurants, you may need to briefly research their history to understand the symbolism in their logos.
Logo color scheme
You may need to consider the competition to understand why a certain restaurant uses certain colors.
Logo font style
What kind of messaging does the font style communicate? How can you tell?
Your final report should be 2–3 pages in length and follow proper APA writing guidelines. It must include research from three (3) or more sources with proper APA formatting for reference and in-text citations.
Submit a Microsoft Word document.
Essay Sample Content Preview:
Comparison and Contrast of Restaurant Logos: A Semiotic Analysis
Your Name
Course and Section
Professor's Name
August 25, 2024
Logos are an essential tool for branding in chain restaurants because of competition. For this analysis, I have selected three American fast-food chains: fast-food restaurants such as McDonalds, Burger King, and Wendy's. Logos will be considered based on symbols, colors, and fonts to establish the most effective IVAs that could be integrated into a new brand logo.
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Figure 1: Mcdonald's Logo (Source: (Wikipedia, 2024a)) Figure 1: Burger King Logo (Source: (Wikipedia, 2024b)) Figure 1: Burger King Logo (Source: (Wikipedia, 2024c))
Logo Symbols/Symbolism
All the logos use different symbols pertinent to their brand. The golden arches that represent McDonald's convey a connotation of dependency, which is, in most people's case, a dependability on the company to deliver fast food at any given time. The arches are enough to remind the consumer about the brand and create a traditional value, which is something that is trusted (Melewar & Saunders, 1999).
Burger King has a symbolic logo for its brand, which is a burger, and the eye-catching name logo is sited between the burger's buns. There is also the use of direct representation that is aimed at highlighting the essence of what the brand offers, which in this instance is fast food. To support this mess...
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