Examining Contribution Of Multimodal Discourse To The Development Of Food Brand Logos: A Semiotic Analysis

Abstract

Every business aspires to expand and achieve greater success. The logo serves as a visual representation of the relationship between the producer and the customer, and it is more than just a simple dyeing and printing job. The aim of this study is to close this gap by performing a semiotic analysis of the logos of certain food companies, with an emphasis on the function of multimodal discourse in creating connections and meanings. Research aims to investigate how different semiotic aspects interact and mix in logos to create audience appeal and meaning, as well as how logos are important in defining a brand's identity. A range of qualitative research methods, such as grounded theory and thematic analysis, are used in the study to draw patterns, themes, and insights from the data. For this study, samples of food companies were chosen, including Dixy Chicken (Love Food Love Dixy), Bite Foods, Food Station, Paprika (Speak with the Taste), KFC, McDonald, and Pizza Point (Fresh & Tasty). Qualitative analysis techniques are employed to interpret the collected data. The future direction, identity with viewers, instant recognition and distinctiveness, consistency throughout evolution, invocation of change, consistency throughout evolution, and legitimate representation of the corporate identity are the six themes that the researcher found from the findings. To ensure rapid recognition, make your logo stand out from the competition. Your brand can stand out from those of your competitors and be very easily recognised by using unique symbols, fonts, or graphic elements. It is crucial to gather feedback from focus groups or target customers in order to assess the logo's effectiveness. Iterative testing can be used to improve the design by incorporating real-world feedback.