A semiotic analysis of Galaxy chocolate and its competitors, brand personality, logos, font, and straplines. This is to aid a marketing campaign for Galaxy brand extension popcorn.

1. Semiotics and Brand Personality
Semiotic Analysis
Semiotics is the signs and symbols constructed through words and images
that representconcepts,feelings and ideas. These ideas have meanings to
consumers,suchas status and emotions.Semiotics is the studyof signs and
is composedof the signifierand the signified;the signifieris the form the sign
takes, and the signified is the concept it represents.
Galaxy
Sign – advert of classic car driving along the road, beautiful scenic landscape behind
Signifier – Galaxy chocolate bar
Signified – luxurious car and place, beautiful day, 'lady of leisure', glamorous (Audrey
Hepburn) beautiful movie star, everybody adores her, famous for her fashion and class,
"why have cotton when you can have silk?" Means to be luxurious, different, unique,
sophisticated, 'don't be vanilla'

2. Cadbury's
Sign – advert of children raising eyebrows in a funky way
Signifier – Cadbury's Dairy Milk chocolate
Signified – Fun, schoolchildren (wearing uniforms), playful, don't mind being a bit odd, a
bit different but still relatable, British (grey school jumper), traditional (boy with tie done
up and watch on arm, girl with pigtails and a dress)
Lindt

3. Sign – advert of girl in lighthouse while stormy weather outside, eating Lindt
Signifier – Lindt chocolate
Signified – Cosy night in with a book and cardigan enjoying chocolate, the chocolate will
keep you safe from life's worries (stormy weather), well-decorated room indicates woman
has money and high class
Colour Theory
Brown
It is not the most visually stimulating colour, but it is a sign of structure, security and
protection. Brown offers constant support. It is very serious, down to earth where black
may be too intense.
Gold
Represents some variation of charm, confidence, luxury, and treasure. It can also have
an element of friendliness, prosperity and abundance that is naturally attractive. Too
much gold can be seen as egotistical, proud, and self-righteous. Similar to colours like
brown or black, try to use it sparingly rather than the main attraction.
White

4. A colour that is complete and pure, making it a perfect example of purity, innocence,
cleanliness and peace. White can also represent new beginnings, providing a blank slate,
and gives refreshment for new ideas. White is a great colour for simplicity, cleanliness
and idea creation. Too much can create isolation, loneliness and emptiness.
CoSchedule. (2016) The Ultimate Guide to Using Colour Psychology in Marketing.
[Online][Accessed on 6th March 2017] http://bit.ly/2msLXGj
Archetypes
Creating a character for the brand allows it to craft a stronger story and
develop a brand personality. All this allows the brand to better express itself
and its consumers better identify with them.
Belvedere. (2017) Gustav Klimt and the Belvedere. [Online][Accessed on
25th
March 2017] https://www.belvedere.at/gustav-klimt

5. The Lover
Core Desire: Attain intimacy and experience sexual pleasure
Goal: Being in a relationship with the people, the work, the
experience, the surroundings they love
Fear: Being alone, being a wallflower, unwanted, unloved
Strategy: Become more and more attractive – physically,
emotionally, and in every other way
Gift: Passion, gratitude, appreciation, commitment
Trap: Doing anything and everything to attract and please others,
losing identity
Lindsay, F. (2015) The 12 Archetypes All Brands Are Built On.
Sparkol. [Online][Accessed on 6th
March 2017]
http://bit.ly/1RtmQXS
Galaxy Logo
TYPOGRAPHY
 Script font indicates a high quality 'stamp of
approval', luxury product and fashionable
COLOUR THEORY
 Brown – longevity, conservative brand with a
sensible luxury approach to its branding, and the
brown colour indicates the smooth swirls of the
chocolate inside the packaging
 Gold – Indicates wealth and value and this ties in with
the product being a high quality product with
luxurious texture and taste of the chocolate
 White – Innocence and purity ties in with the pure
luxury brand image
Fonts

6. Lora
Lora has brushed curves that make it a very elegant and sophisticated typeface. The
effect of using the italic and regular together is charming and feminine.
Pack, P. (2015) Build Your Brand: How To Choose The Right Fonts. Design School.
[Online] [Accessed on 6th March 2017] http://bit.ly/1N46xSe
Script Fonts
Care needs to be taken over legibility when using a font like Zapfino or Scriptina. A logo
font is often reduced in size for stationery etc. and nobody is going to understand a
message they can’t read or remember. However, these can convey elegance, femininity
or creativity. A font that looks genuinely handwritten can also give your design a sense of
informality or spontaneity.
Yates, L. (2014) The Psychology of Fonts: What Your Typeface says about You.
Lincolnite. [Online] [Accessed on 6th March 2017] http://bit.ly/2lSujbJ

8. Brand Names
Brand Architecture
Sub-brand: Galaxy Popcorn
Type: Descriptive: Popcorn/Clouds/Crowns (describes the shape)
Name Ideas
Galaxy Popcorn Galaxy Wonders Galaxy Lunar/Luna Galaxy Crowns
Galaxy Clouds Galaxy Stars Galaxy Aurora Galaxy Orbs
Galaxy Globes Galaxy Asteroids Galaxy Moons
(rocks)
Galaxy Nebula
Straplines
The strapline needs to be 'short, differentiated from its competitors, unique, captures the
brand essence and positioning, easy to say and remember, no negative connotations,
displayed in a small font, can be protected and trademarked, evokes and emotional
response, and difficult to create' (Wheeler, 2009:25).
Cross-section of straplines (Wheeler, 2009:25):
Imperative – commands action, starts with a verb e.g. Nike, Just Do It
Descriptive – of service, product or brand promise e.g. GE, Imagination at Work
Superlative – positioning as best in class e.g. Gilette, The Best a Man Can Get
Provocative – asks a question e.g. Microsoft, Where Are You Going Today?
Specific – reveals business category e.g. HSBC, The World's Local Bank
Ideas:
Innocent Indulgence [Descriptive]
Tempt your inner temptress [Imperative]
Why have cotton when you can have silk? [Provocative]
Elegant indulgence [Descriptive]
Worship yourself [Imperative]
Worship royalty (Galaxy Crowns) [Imperative]
Dream in luxury [Imperative]

9. Dreamy indulgence [Descriptive]
Wheeler, A. (2009) DesigningBrand Identity. 3rd ed., New Jersey: John Wiley & Sons, Inc