A Peircean Analysis of Apple’s Logo: From the Beginning to its Current Version

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Visual Communication Studies Interactive Poster Session

Abstract

This study examines the evolution of Apple’s logo from its inception until the newest version of the graphic emblem today. The objective is to determine the meanings that the logo has had for Apple, Inc.’s identity, mission, and relationships, as well as the messages that the logo conveys to viewers (i.e., mostly customers). The semiotic model used in this analysis is Charles Sanders Peirce’s semiotic framework. Peircean semiotics is made up of a three-part paradigm of signification: the representamen (or the sign itself), the object (or “referent” – what the sign refers to), and the interpretant (the effect on the viewer, or the viewer’s interpretation). An important conclusion is that the communicative intent of Apple, through its logo, tends to take a long time to develop. Apple’s ideal identity has been built over a long period of time, which makes the notion of logo improvement "evolutionary" in nature.

Authors

• Jonathan Matusitz, University of Central Florida

• Erica Cowin, U of Central Florida