This document discusses symbols, logos, and slogans used in marketing. It explains that symbols are objects or images that represent concepts and have cultural meaning. Public symbols like lions representing power have become widely recognized through use over time. Logos are graphic representations of a brand that must be simple, recognizable, and reproduce well in different formats. Slogans are brief memorable phrases that communicate what a company does and its benefits. Examples given include the Nike swoosh logo and slogans for Burger King, Walmart, and Apple. The document provides tips for designing effective logos and slogans that are short, memorable, relate to the brand, and capture people's attention.

1. SYMBOLISM, BRAND
NAME AND SLOGANS
Overview

2. WHAT SYMBOLS STAND FOR
A symbol is often an ordinary
object, event, person, or animal
to which we have attached
meaning and significance.

3. We use a picture of a skull
and crossbones to
symbolize poison or
danger.
We send red roses as a
symbol of love.
Red roses
symbolize love
and romance

4. PUBLIC AND INHERITED
SYMBOLS
For example: no one
really knows who first
thought of using a lion
as a symbol of power,
courage and
domination
Once these qualities
were associated with
the animal, images of
lions appeared on
flags, banners, coats of
arms and castle walls
The lion became a
public symbol that
shows up in art and
literature, even today!

5. PEOPLE THROUGHOUT HISTORY HAVE
ENDOWED ORDINARY OBJECTS WITH
MEANINGS FAR BEYOND THEIR SIMPLE
MEANING.
A crown symbolizes
royalty
Five linked
rings
symbolize
the
Olympics

6. INVENTED SYMBOLS
Some invented symbols in
literature have become so widely
known that they often have
gained the status of public
symbols.
For example:
Peter Pan is a
symbol for eternal
childhood

7. WHY CREATE SYMBOLS?
Symbols allow writers to suggest layers and layers of
meaning-possibilities that a simple, literal statement
could never convey.
A symbol is like a pebble cast into a pond: It sends
out ever widening ripples of meaning

8. DIFFERENCE BETWEEN LOGOS &
SYMBOLS
COPYRIGHT © 2013 PEARSON
EDUCATION
Logo is the short version of
logotype. It is the name of a
business designed specifically
for that company. IBM, written
in blue stripes, is a logo.
A symbol is just that. A symbol
(but not the name of the
company) that represents that
company. The apple with the
piece out of it is a symbol of
Apple computers.

18. TIPS FOR CREATINGA
LOGO
O Must be resizable: make sure it still
looks good when size is reduced
O Must look good in black & white as well
as in color
O Choose type carefully: must be able to
read when small; use only one font (no
more than two)
O Keep it Simple
O Recognizable from different angles
O Must relate to the business or product

19. Just Do It

20. EXCELLENT LOGO/SYMBOL – THE
NIKE SWOOSH
•Simple
•Recognizable from any angle
•Looks good in any color and
black & white
•Makes you think of speed and
things being “right” (check mark)

21. SLOGANS
O A slogan is a memorable motto or phrase used in a
political, commercial, religious and other context as a
repetitive expression of an idea or purpose.

22. TIPS FOR CREATINGA
SLOGAN
O Keep it short and simple. (No more than 10 words.)
O Make it memorable. (Puts a picture in your mind.)
O Explains what you do and how it benefits the customer.
O Ask yourself what you want the customer to remember
about your business.
O Use keywords for your business;
O Be creative!

23. Have It Your Way

24. M’m! M’m! Good!

25. Save money. Live better.

26. Think Different

27. Think Outside the Bun
.