University Logos and Semiotics

The importance of semiotics can be illustrated by looking at the logos that companies and institutions spend tens of thousands of dollars creating and millions of dollars promoting. Below are example of two university logos and a short semiotic analysis of what they communicate.

The University of Northern Iowa:

UNI
Originally uploaded by mcgregor68.

Most colleges and universities choose logos that convey the message of academia and prestige. One of the easiest ways for a university to do this is to feature a building that is easily associated with their campus. UNI uses two architectural elements in their logo, the campanile (the most recognizable building on campus) and one of the uniquely-designed windows of the Rod Student Library. A deeper analysis shows that the viewer is looking at the campanile from inside the library which connotes learning and studying. The fact that the campanile is a clock tower connotes time, as if the message is saying “spend your time in college with us.” The tree next to the campanile is an evergreen, perhaps chosen to convey the idea gaining something (an education) that is lasting. The fact that the sun is either setting or rising presents the idea of change, either a new beginning or an end.

The University of North Carolina-Charlotte:

UNCC_logo
Originally uploaded by mcgregor68.

This logo would have different meanings to different people. For a person unfamiliar with Charlotte, the graphic would seem to represent a tree or a leaf, possibly symbolizing life or growth. People who are familiar with the area know that Charlotte is the Queen City, and that the graphic is an abstract crown. The fact that the crown is leveled and branching out connotes multiculturalism and different paths coming from a single source. The jewel at the top of the crown could represent the student or the goal of achieving a degree. The fact that the C in Charlotte is emphasized but still attached to the UNC in the text illustrates a separation from the main campus, while remaining connected.

I’m sure that a different person looking at these logos could come up with different meanings than me, but I think there are some core messages being conveyed that are universal. These two small case studies show the importance of semiotics and how deep the messages of seemingly simple objects can go.