Uncovering ‘Meanings’ Through Animal Figurative Marks in Corporate Logos

Abstract:     
A number of financial institutions are hung on the use of pictorial metaphors of animal marks in corporate logos as tools for creating meanings even though such logos are no longer fashionable. This paper deconstructs a couple of these logos. Specifically, this study examines how corporate logos with animal marks create and institutionalize meanings in the minds of customers. A modified form of McCracken’s meaning transfer model together with a three phase interpretive framework, comprising literary criticism, semiotic method and interpretive interviews, are drawn as the framework of study. Findings from the deconstruction of corporate logos with animal marks – belonging to First Bank Plc and Union Bank Plc, two of the largest banks in Nigeria, indicates that meanings that are adduced to these banks evolves through a collaborative system of continuous or uninterrupted exposure of animal marks and costumer habitualized beliefs.

Number of Pages in PDF File: 23

Keywords: Animal marks, corporate branding, corporate logo, corporate identity, habitualization, institutionalization, interpretive interviews, literary criticism, meanings, semiotic method, signs

working papers series