The document discusses digital graphics and logos for print. It analyzes several well-known logos through semiotics, identifying both the literal and hidden meanings conveyed by elements like color, shape, and layout. Specifically, it examines logos for FedEx, Amazon, Gillette, Hershey's Kisses, Northwest Airlines, and Continental Tires, noting how subtle design features represent concepts like delivery, variety, precision, and navigation. The document also briefly defines file formats and mentions how PDF is commonly used to exchange documents professionally.

1. Unit 54 Digital Graphics for print
We are going to produce a digital graphic logo for print base.
1. Semiotics - Anchorage
Denotation – What you see,actual meaning, what is signifiedor Signifier.
Connotation – Hiddenmeaning, what it represents? Concept, what the messages are.
 FedEx – Delivery/Courier. Federal Express. Colours. Purple means royalty. Orange means…. .
Denotationfor FedEx is that you recognise it, it’s global andinstitution, veryformal
Choose 4 logos/Graphics
1. Discuss Semiotics andExplain
2. Analysisof text, colour, image andlayout
3. Identifyand explaintarget audience through your analysisand howit appeals.
FedEx means Federal Express. It’s a companywhichdelivers parcels/packagesaroundthe world. There is a hidden meaning
to FedEx which is an arrowinbetweenthe E and X
The FedEx logolooks extremelysimple andit’s hard to see what couldbe hiddenwithinit. But if youlook closelyat the
space between the E andthe Xin the orange EXshows anarrow pointing forward. This arrow is represents moving forward
toward to the future. Purple means Royaltyin FedEx
The arrow which looks like a smilingface inAmazons logohas another meaningbehindit. It is a representationof the wide
range of items available for retailbyamazon, fromA to Z.
The yellow underlining the arrow in the Amazonlogotype points fromthe ‘A’ to the ‘Z’, whichillustrates the sheer variety
of products that the online store is selling. It’s alsobeen shaped like a smile, whichrepresents customer satisfaction.
Gillette hasa hiddenmessage inthe logowhich is extremelydifficult to spot, but ifyou look verycloselyyou’ll notice how
razor sharplythe ‘G’ and the ‘I’ have beencut. Thisrepresents the sharpness andprecisionof the Gillette Razors. The
colour blackis associatedwith elegance andpower.

2. The distinctivelyshapedHershey’s Kisseschocolatesare one of the most popular inAmerica, andthisunique shape has
actuallybeenincorporated into their products logo. If youlookcloselybetween the ‘K’ and the ‘I’ andyou’ll see a
Hershey’s Kiss in the negative space. The white colour inthe Hershey’s kisses logorepresents the goodnessof the product
and the brownmeans
Waybefore becoming part of Delta Airlines, the Northwest Airlines hadan incrediblycreative originallogo. The small arrow
within the circle creates a compasswhichis demonstrating the brands navigationalabilities in the air. It was also
intelligentlypositionedto make the ‘N’ double upas a ‘W’. The colour red in the Northwest Airlinesshows the power,
determinationandpassion.
The tyres manufacturers ‘Continentals’ looks incrediblyminimal uponfirst glance of their logotype, but the white space is
anything but redundant. Lookcloselyat the Candthe O andyou cansee that the white space which creates a tyre.
File formats
A file format is the structure ofhowinformationis storedina computer file, file formats are designedto store specific
types of information’s, such as TIFFand JPEG for raster data or image or a PDF for document exchange. JPEG stands for
joint photographic experts groups.
Anytypes of companies, solicitors andother people use it for professional use because theyturn their word, excel and
other Microsoft documents intoPDF files