The Logo Geek Podcast
Using Semiotics in Logo Design with Dr Rachel Lawes
May 24, 2020 · 1 hr 3 min
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The world around us, and the culture we live in has a massive impact on all of us unconsciously. The study of Semiotics can allow us to understand this by looking at how meaning is created and communicated, which is knowledge we can use to design more effective logos and brand identities.

The origins of Semiotics lie in the academic study of how signs and symbols (visual and linguistic) create meaning. But now, it’s become a methodology for researching and analysing consumer behaviour and brand communications.

On this weeks podcast Ian interviews consumer psychologist, Dr Rachel Lawes to learn more about Semiotics, and how it can be used when developing a logo and brand identity.

Rachel is the author of Using Semiotics in Marketing, and is recognised as one of the original founders of commercial semiotics. She has supplied brand strategy and consumer insight to major brands in 20 countries, including Unilever, P&G, Kraft, Tesco, The Discovery Channel and many more.

Show notes and episode transcription can be found here:


Resources Mentioned

Thank you to the sponsor, FreshBooks

I’m incredibly thankful to FreshBooks for sponsoring this episode of the Logo Geek Podcast! FreshBooks is an online accounting tool that makes it really easy to create and send invoices, track time and manage your money. You can try it out for yourself with a free 30 day trial.

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