A figurative mark is a mark that is made up of a symbol, a drawing or a graphic form. That is, it is a visual image that allows you to identify and represent a company or a product.
Images are undoubtedly very common forms used in marketing communication. This, since it is very easy for consumers and users to associate them with certain products, services and with the companies that produce them.
Of course, through these graphic representations, people identify, differentiate, remember and, most importantly, consume these products. Likewise, they show a certain preference and loyalty to the companies that offer and market them.
Either way, the figurative mark is made up of icons or symbols, but they do not have any accompanying name, letter or set of letters.
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How is a figurative brand represented?
It is important to mention that a figurative brand is represented by an isotype. An isotype is an icon, a pictographic symbol, or an image. It is clear that it is a purely visual representation. For that reason, a figurative mark can be easily recognized, but cannot be pronounced.
Furthermore, an isotype or figurative mark is a purely and properly visual identifier. For this reason, some call figurative marks as graphic marks, since they are made up exclusively of graphics or images.
Indeed, when using an isotype what is sought is to represent the companies and their products, making use of shapes and images that symbolize them. It is usually associated with something the company does. Also with what it produces or with the service it provides. Sometimes it is related to the values or the objectives that guide the company.
How are they interpreted?
Of course, when an isotype is designed, companies are clear about what they want to represent. However, when consumers and users observe them, they can give them different interpretations.
For example, the isotype for the television network NBC (National Broadcasting Company) was designed in 1979 by Steff Geissbuhler.
What does the company want to represent?
A bird or peacock that has six-colored feathers. The six different colors sought to symbolically represent the six divisions that made up the business organization in the 1960s.
Also, the different colors showed an association with the color of television and not with a variety of programs, which is clearly what it intended to offer to the market.
According to what we have indicated, each person interprets it differently.
How do you interpret it? Maybe it matches what they want to associate with or has a different meaning for you.
Shapes used in a figurative mark
The ways that can be used to identify products or companies in a figurative brand are:
Naturally, shapes or figures are used that have an association with the concepts of reality. For this reason, shapes or figures of people, animals or objects that exist in the real environment are used.
Now, the representation is made avoiding unnecessary features, using silhouettes or contours that allow it to be easy to identify them. In this case, the Lacoste, Shell and Apple isotypes can be mentioned among some of the most significant. An icon is then a figure or sign that establishes a relationship of similarity with the object represented by the brand.
Similarly, a figurative mark uses symbols. A symbol is an abstract representation because clearly its graphic representation has no relation to some element of reality. In this case, what is sought is to provoke in people the emergence of different interpretations. Abstract representation causes each person to express different ideas, emotions, concepts and values.
For its part, a symbol has a sensory, but not verbal, representation of an idea or concept. This acquires meaning within a culture or social group. One of the best known and most successful trademark symbols is the Nike symbol.
This brand was designed in 1971 by Carolyn Davidson and uses an abstract symbol representing one of the wings of the Greek goddess of victory. This, to express ambition, determination, dynamism and movement. However, many people associate it with an approval check that something is correct.
Advantages of figurative marks
Among the main advantages of using figurative trademarks we find:
1. They are distinctive
First of all, the main advantage that figurative marks have is that they are distinctive. That means that we humans generally remember visual images better than names, making it easier to associate an image with a company or product. By looking at the image, it is automatically associated with the product, service or company that offers it.
Second, graphic or figurative trademarks grant a monopoly or exclusive use to the company that registered them. The firm that owns the brand may prevent its competitors from using the same or similar images to market their products or identify their companies.
To conclude, it can be said that figurative brands are those that represent a company and its products through images or icons. But, they cannot be accompanied by letters or figures. For this reason, it can be said that they are unnamed, because they do not have a name. They can be very successful, since there are many companies that use these images in their advertising campaigns and that is enough for the public to identify them.
To conclude, it can be said that figurative brands are those that represent a company and its products through images or icons. But, they cannot be accompanied by letters or figures. For this reason, it can be said that they are unnamed, because they do not have a name. They can be very successful. Since there are many companies that use these images in their advertising campaigns and that is enough for the public to identify them.
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