Semiotic can be any event the moment it enters a subject’s field of experience. It may be in the form of text, sign, image and body language of a human being. By performing a semiotic analysis, it can stimulates the interpretation of a sign by a community of interpreters such as culture, group and organization in a given place and time. Designers use shape, placement, color, texture, and pattern with purpose to convey a certain concept about their product or company within just the logo. Every element is thought about and placed in the logo to further the intended meaning.
One of the examples of semiotics is the logo of a brand. From my point of view, Starbucks’ dominance within coffee industry has altered the coffee culture today. It shows that there must be some reasons why the company created the logo to represent their symbol to the world.
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In the first step of making the analysis, it's very important to identify the two main component in semiotics; the signifier and signified. From the logo, I found that the logo of Starbucks itself is the signifier while the signified is the consumer of Starbucks.
Logo + Consumer = Starbucks
(SIGNIFIER) (SIGNIFIED) (SIGN)
Based from the logo, the denotation of Starbucks is a mermaid wearing crown encircled by the two fish tails. The denotation then helps to form the connotation of the logo. In terms of the colour scheme, Starbucks has chosen a natural colour scheme of green, brown and white. Green is a restful and calming color that gives the sense of harmony and stability. Caffeine in coffee can have adverse effects therefore Starbucks is trying to show that their coffee will actually have more of a calming effect by their choice in color in their logo.
Moreover, it shows the nature when green paired with brown which further enhances the natural and calming feeling. It also helps to give the sense of warmth and comfort, which coffee can actually bring to you. Brown communicates the freshness of the coffee beans. Therefore the brown and green combination works well for the logo.
In conclusion, Starbucks is not just a brand of high-end coffee: it is an experience. The mermaid has historically been the symbol of something both natural and beautiful, living in harmony with all the elements of the Earth. Starbucks didn't just sell coffee but it showed what " the coffee experience" meant to millions of consumers. Therefore, semiotics added value in Starbucks because it gives an analysis of the "unconscious cultural patterns" that shaped consumer behavior and their response to the product.
References
Color Principlesby Carolyn Tan: http://swc2.hccs.cc.tx.us/tan/imed1341Sum04/lectures/GraphicDesignColors.pdf
Color Cube:http://colorcube.com/articles/theory/glossary.htm
Introducing the Color
Dabbs, A. & Campbell, A. (2002). Interface Design, The IkexPress Ltd. (Cambridge).
McCracken D. & Wolfe, R. (2004). User-Centered Website Development, Prentice Hall (New Jersey).
Wheel:http://swc2.hccs.cc.tx.us/tan/ARTC1302Sp04/lectures/DesignTheory/color01.html3
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