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Semiotic analysis of Logos

Brand Analyzed: Wendy’s

For this assignment, we conducted a semiotic analysis of the Wendy’s logo—a well-known fast-food chain recognized for its red-haired mascot and slogan “Quality is our Recipe.” The analysis explored how various visual elements construct meaning and shape consumer perception.

1. Signs & Symbols The primary sign is the illustrated portrait of “Wendy,” a girl with red pigtails, meant to represent wholesome, home-cooked meals. Her image evokes familiarity and warmth, reinforcing traditional family values. The striped shirt and collar further suggest a nostalgic, old-fashioned diner aesthetic. The hidden word “MOM” subtly embedded in Wendy’s collar acts as a symbolic nod to maternal care and home-style cooking.

2. Colors & Shapes The dominant red color conveys energy, appetite, and urgency—common across fast food branding—while blue adds balance, reliability, and calm. The circular shape of the logo and the use of a handwritten script-type font for “Wendy’s” make the brand appear friendly and approachable, enhancing its family-oriented image.

3. Denotation vs. Connotation Literally, the logo shows a cheerful girl with the brand name. But connotatively, it communicates ideas of trust, nostalgia, and homemade quality. The youthful image of Wendy suggests innocence and familiarity, making consumers feel emotionally connected to the brand and its promise of simple, hearty food.

4. Cultural Context The Wendy’s logo is generally consistent globally, with slight adaptations in type or slogan language to accommodate local markets. However, the core imagery of the red-haired girl remains unchanged, showing how strongly the brand relies on a unified visual identity rooted in Americana. While some markets might not share the same cultural connection to the imagery, the general values of warmth, quality, and family are broadly resonant.

5. Evolution & Change Wendy’s has updated its logo multiple times—shifting from a more detailed and formal script in earlier decades to a cleaner, more modern look in recent years. Despite these changes, the brand has preserved its core icon: Wendy’s face. The simplified redesign reflects contemporary design trends and digital readability while still leveraging the nostalgic power of its mascot.

We made a ppt for the same which is as attached below-

Reflection Through this analysis, I gained a deeper appreciation for how even small design decisions—like the tilt of a font or the suggestion of a word—can shape a brand’s perception.

Wendy’s logo expertly balances consistency with modernization, creating a brand identity that is both emotionally resonant and visually effective across contexts.

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Build a brand and its brand manual

For this assignment we were given a list of categories of which we were askes to pick one category and build a brand.

The list of categories were:

Eco-Friendly Product Brand

Fictional Café or Restaurant

Automobile Company

Space Travel Agency

Time Travel Café

Indigenous Art & Culture Brand

Fashion and Accessories

Pet Accessories Brand

Of these categories, I chose to conceptualize a fictional brand in the Space Travel Agency category. This brand was developed as a luxury, futuristic space travel agency offering exclusive, life-defining experiences to pioneers, leaders, and visionaries who are shaping the future of the world and beyond.

The goal was not only to design a travel service but to create a narrative and legacy — where the journey itself becomes transformational. With this in mind, I envisioned Aphelion as a brand that blends science with aspiration, and experience with exclusivity. Every detail — from the brand identity to the tone of voice — was designed to reflect elegance, intelligence, and a futuristic spirit.

After doing thorough research, I made a PowerPoint presentation that includes the basic information of the brand, its vision and mission, brand voice, personality, tone, style, the target audience, brand architecture, swot analysis , Maslow's laws, pestel analysis, experience mapping, journey mapping, brand touchpoints and possible collaterals and a rough hypothetical itenary of a trip.

The powerpoint presentation is as follows-

After all the research, i headed to find a name for the brand.

I chose the name 'Aphelion'.

The term “aphelion” refers to the point in a planet’s orbit farthest from the sun — a poetic representation of pushing boundaries and reaching beyond the known. This name aligned well with the vision and personality of my brand.

I then started making a variety of logo iterations. Some of those include-

The final logo i decided to take forward was-

Of all the logo iterations, I chose this version because it best captures the essence of Aphelion — a journey to the farthest point. The diffused sphere evokes a celestial body, while the curved line suggests orbit and motion. Its minimal, elegant design balances science with imagination, aligning perfectly with the brand’s futuristic and aspirational tone.

Once the logo and tagline — “The farthest you’ve ever been” — were finalized, I focused on developing a color palette that would visually anchor Aphelion's brand identity. The final logo with the tagline is-

After i finalized the logo, I decided the primary and secondary colours based on the brands personality, values, tone and style.

The dark slate (#212529) and soft ash (#E0E1DD) form the primary palette, reflecting the vast unknown of space and the quiet elegance of distance.

For the secondary set, I selected a cosmic purple, deep space blue, and pale sky cyan — each evoking mystery, depth, and serenity. Together, these hues balance imagination and credibility, aligning with Aphelion’s futuristic, aspirational tone while remaining grounded in a sense of calm exploration.

I also developed a motion graphics video that visually represents the core idea of Aphelion. The animation features countless particles drifting through space, gradually converging to form the logo — symbolizing unity, momentum, and the vast collaboration behind space exploration. This not only reinforces the brand’s cosmic identity but also reflects the tagline, “The farthest you’ve ever been”, through a sense of emergence, scale, and wonder.

After establishing the core elements of the brand — including the logo, tagline, colour palette, typography, and motion identity — I designed a cohesive set of brand collaterals and mockups.

The brand collaterals and mockups for the same are-

These collaterals visually express the brand across multiple touchpoints and are carefully documented in the comprehensive brand manual. The manual brings everything together, ensuring consistency, clarity, and a unified vision for Aphelion.

The brand manual is as follows-

Through this course, I gained a deeper understanding of the branding process — from conceptualizing a brand identity to building a complete visual system. I learned how to translate abstract ideas into strong visual elements like logos, colour palettes, typography, and motion design.

I also developed practical skills in creating brand collaterals and presenting them cohesively in a brand manual. Most importantly, I understood the value of storytelling in design and how every brand element should work together to communicate a clear and consistent narrative.

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Re-Branding challenge

For this assignment, we were divided into groups of five and tasked with a unique creative challenge: to redesign the iconic Cadbury logo by reimagining it in our own personal signature styles. The idea was to explore how individual handwriting—an inherently personal and expressive form—could reinterpret a globally recognized brand identity.

The Cadbury logo, known for its flowing, cursive script, already carries a strong sense of personality and tradition. Our challenge was to retain the emotional essence of the brand—warmth, indulgence, and legacy—while infusing it with our distinct handwriting styles.

As a group, we began by studying the original logo’s visual characteristics: its purple color palette, elegant cursive lettering, and soft, flowing strokes. Then, all of us collectively, recreated the Cadbury wordmark in a way that mirrored how we would naturally write our signatures. This meant experimenting with stroke weight, slant, curvature, and flair, balancing legibility with style.

The exercise became a study in how personal expression can reshape brand perception. Some styles brought a minimalist, modern edge, while others leaned more decorative or playful. By comparing our interpretations, we saw how subtle changes in line and form could shift the brand’s tone—from premium and classic to bold, youthful, or even artisanal. Based on all our interpretations we created one signature based Cadbury logo that combined all our signature styles.

(The initial idea)

(Vector logo)

(The logo in the iconic White and gradient colours)

But the above logos had some kerning issues between the alphabets-'a', 'd', and 'b'.

The fixed/correct logo is as follows:

The mockups for the same-

Ultimately, the project allowed us to explore the semiotics of handwriting—how something as individual as a signature can carry deeper messages of identity, authenticity, and emotion when applied to a corporate logo.

Some of our semiotic analysis for the logo included, that the logo is edgy, bold, cursive, exaggerated, pride, flowy, smooth motion and that its different. It highlighted how branding is not just about consistency but also about human connection and cultural interpretation. By transforming a corporate logo into a set of unique, handwritten signatures, we saw firsthand how branding can be both universal and deeply individual. It reminded us that behind every iconic logo lies a human touch—and that great design is, at its core, a form of storytelling.

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Mashup

For this assignment, we were all divided in pairs of two and were assigned a profession and an object. We were Then asked to blend the two into a visual identity of a fictional brand.

The profession and object I got was a 'mechanic' and a 'balloon'. Based on this we came up with the "The Airlift Mechanics".

We chose "The Airlift Mechanics" because it blends the two assigned elements—mechanic and balloon—in a way that makes sense conceptually and visually. "Airlift" connects directly to the idea of a balloon, which lifts objects using air or gas. "Mechanics" ties in the profession, emphasizing repair, structure, and technical skill. Together, the name suggests a team that not only fixes machines but also elevates or lifts them—playing on both the literal action of lifting and the imaginative idea of air-powered or floating machinery.

The following are a few iterations we made for the logo.

These were the initial iterations we made for the logo along with the tagline-" Lifts you back on the road ".

After taking feedback, we did notice that in some of the iterations, it looks like the mechanic is running away from the name/Wordmark.

Hence, we explored some more iterations.

Based on all of these varied iterations, we picked 2 final logos.

The mockups we made for the same are-

This project taught us how two unrelated elements—a mechanic and a balloon—can be conceptually merged to create a coherent and imaginative brand identity. It pushed us to think beyond the literal meanings and find symbolic connections (like lift, innovation, and motion), showing how creativity often comes from unexpected pairings. It also emphasized the importance of narrative in branding—how the right name can carry both function and story.

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One word| One concept -  three posters

For this assignment, I created these three posters to fully explore the creative possibilities of the theme and challenge myself as a designer.

I decided to take the concept of identity further. This allowed me to experiment with different ideas and techniques, ensuring that I could convey the concept of identity from multiple angles.

By making these three posters, I aimed to push my creativity further and present a more comprehensive representation of the theme.

My three final posters are-

This assignment helped me to explore the theme of identity from different perspectives. Each poster allowed me to experiment with distinct visual styles and storytelling approaches to convey the complexity and multifaceted nature of identity. By using diverse design elements and concepts, I aimed to demonstrate how identity can be interpreted and expressed in various creative ways, emphasizing its depth and uniqueness.

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Typoday 2025 poster design

As part of the instructions, we were asked to choose a word during our vacations and, upon returning, create a poster for Typoday 2025 based on that word.

Since the theme for Typoday 2025 was storytelling, I chose the word identity. I selected this word because it carries a profound narrative—it reflects who we are, our experiences, and the stories that shape us. Through my poster, I wanted to explore how identity is a powerful aspect of storytelling, connecting individual journeys to a broader cultural and social context.

My poster for the same is-

Through my poster, I wanted to show how identity is dynamic and ever-evolving, shaped by our experiences and beliefs. The scattered letters represent its fluid nature, while the bold "I" highlights individuality and self-expression. The tagline, "You don’t have to follow others when you are born to lead," emphasizes embracing authenticity and forging your own path. The poster tells a story of self-discovery, encouraging viewers to celebrate their unique identities.

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Discipline Outcome based – one teaser and one final poster design

As instructed by our faculty, we were randomly divided into groups and tasked with selecting a group leader. The leader was responsible for choosing a specific discipline within which we would create a poster highlighting a significant event or achievement.

My group was assigned the discipline of game design. To ensure we accurately captured the essence of the event, we sought guidance from faculty members. Based on their input, we were tasked with creating a teaser poster and a final poster for an upcoming Valorant tournament.

Based on their brief, we made the following two posters, the teaser poster being a motion graphic-

And the final poster-

Working on this Valorant tournament poster helped me refine my graphic design skills. I learned how to use strong visuals, a cohesive color scheme, and impactful typography to create an engaging design. I also gained a better understanding of how to balance creativity with clarity to effectively communicate the tournament's purpose.

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Interactive poster

To inspire our class project, our instructor shared a video showcasing an interactive poster designed to teach young children about appropriate and inappropriate touch.

Motivated by this example, we decided to create our own interactive poster. After careful consideration, we chose to focus on the topic of obsessive-compulsive disorder (OCD). Our poster would take the form of a myth-buster, presenting common misconceptions about OCD alongside factual information.

the layout of our interactive poster-

And the working of theinteractive poster-

Through creating this OCD myth-busting poster, I gained valuable insights into graphic design principles. I learned the importance of clear typography, effective color use, and strategic layout in conveying information. I also developed a better understanding of how to balance visual appeal with informative content. This project has enhanced my ability to design visually engaging and impactful posters.

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News analysis poster design

For our class assignment, we were asked to bring a news article or headline reporting on a recent event. In class, we read our chosen pieces aloud and were grouped based on their themes.

My group's articles shared a common focus: government malpractices. After discussing and researching further, we decided to concentrate on a specific aspect of this issue—corruption in the democratic process, as reflected in our poster.

Our final two posters are-

From this poster, I learnt how visual elements like bold typography, contrasting colors, and impactful imagery can be used effectively to convey a powerful message. The combination of thought-provoking text and symbolic visuals creates a strong narrative. It also demonstrates the importance of aligning the design style with the intended message—in this case, evoking seriousness about democracy.

This highlights the balance between aesthetics and function in graphic design.

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Poster design on social justice and equality

To kick off our class, we were divided into groups of four and challenged to design a poster that addressed social justice and equality. The poster was to be created within a specific timeframe, and we were instructed to incorporate the design principle of figure and ground.

Our group decided to focus on the interconnectedness of social justice and equality. To visually represent this concept, we utilized arrows. The arrows symbolized the design principle of figure and ground and conveyed a sense of direction and progress towards a more equitable future.

Our final poster-

This exercise provided me with a hands-on opportunity to apply design principles, specifically figure and ground, to a real-world project. In addition to the design principle, I also learned about the importance of various poster design elements like margins, spacing, color selection, and font size. These elements play a crucial role in creating visually appealing and effective posters.

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Tag re-design

Based on the brief, we were asked to take any clothing tag and re-design it. I opted to take 'Zudio' clothing tag. We were first asked to replicate the original tag and then re-design it.

the replica of the original tag is-

The re-designed tag is-

For my tag re-design, I decided to incorporate color and the use of braille script. Many clothing tags use specific colors to show sizes, using 'yellow'. The use of braille script was an add-on as braille script isn't used to denote anything on any clothing tags. This was my attempt to re-design the clothing tag.

Through this assignment, I learned how to arrange a large group of information on a small scale, and how to aesthetically solve the common problems people face concerning clothing tags.

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Type Poster

We were all assigned a font in class and we were asked to create a motion typographic poster on the assigned typeface. We were asked to highlight the counters, special anatomical features, and also any specific glyph that we liked in that typeface.

I was assigned the font, "Georgia" for my motion poster.

Georgia is a versatile serif font with a transitional design, moderate stroke contrast, and distinctive ball terminals. It's known for its readability and suitability for both body text and headlines.

For my motion poster, I wanted to highlight the difference between the different stroke weights of the font. The unique characteristic of its stroke weight is that there is a change in some alphabets. For example, 'A' and 'G' in regular are both double storey while in italics they are single storey.

The static poster I designed for my motion poster -

And the motion poster/ gif -

I also made a small pdf document for my peers to understand my font and to know its uniqueness, characteristics, and font pairing.

This assignment helped me with a deeper understanding of type anatomy, by focusing on specific type characteristics like ascenders, descenders, counters, and serifs| sans, their classification, etc.

Motion poster helped me to emphasize how certain features of a typeface behave dynamically, helping me explore how type interacts with space, time, and rhythm, creating a more engaging narrative around the font.

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Hand lettering and Calligraphy

Our day began with us learning the history of type thereby learning how to write how to write calligraphy and handwritten lettering in class. We were first asked to practice lettering and calligraphy on newspapers and rough sheets.

Some of my practice sheets are-

Once we had mastered the skill of writing, we were asked to write the phrase-"Type mere karm aur dharm hai", alternating with brush lettering and calligraphy as a pledge to typography.

Hand lettering and calligraphy helped me understand of fundamental shapes, strokes, and anatomy of letters, enhancing my knowledge of how type is constructed and how it functions visually. It also helped in relating it to the history of type. It helped me develop a keen eye for attention to detail and cleanliness, creating consistent and harmonious strokes.

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Type as an image

In accordance with the class assignment, we were required to generate a list of ten random words and subsequently select five of these terms at random. The chosen words were slippery, angry, sticky, chop, and slope. Following this, we were tasked with creating expressive typography for each word, ultimately selecting one for further exploration. I opted to focus on the word ‘sticky’ for my final project.

While I initially explored several concepts for my final project, I ultimately decided to focus solely on the word ‘sticky’ to ensure strict adherence to the assignment guidelines. The three discarded explorations, while visually engaging, deviated from the requirement to prioritize typographic manipulation over illustrative elements.

For my final iteration, I focused on exploring the concept of figure-ground relationships. I incorporated a glue bottle element into the design, utilizing it to create a visual connection between the letters ‘C’ and ‘K.’

Based on the final iteration of expressive typography for the word 'sticky', we were then asked to make experimental layouts while playing with the expressive type/word and text and to break grids and play with layouts in the given space.

My final 3 layouts include-

Further on we were asked to write the word in class with found objects [ I wrote sticky with glue and rice ] and then using that as an image, we were asked to make magazine layouts.

The exercise of expressive typography helped me explore how type can convey mood, tone, and emotion beyond the literal meaning of words, making designs more engaging.

By creating experimental layouts, I learned to push the boundaries of conventional design challenging norms of alignment, grid systems, and legibility to discover new forms of visual expression. I also learned to play with type. The exercise of making magazine layouts helped me understand how to make layouts for publication design.

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Type portrait

The brief for the assignment was to create a visual representation of ourselves using typography and using the colors white and black, while being given the prompts of -

My name is …And I am a graphic designer, I am from (city), I love wild animals, I love Himalayas, I hate this exercise.

For the first prompt, My name is …And I am a graphic designer, I decided to play with shapes and the spaces formed between them.

For My name is … I am from (city), and I wanted to highlight the now discontinued, but at once considered as an enduring symbol of Mumbai, the kaali-peeli taxi.

For My name is … I love wild animals, I wanted to show Pandas, my favorite wild animal.

For My name is … I love Himalayas, I wanted to show the mountains by using a triangular typeface.

For My name is … I hate this exercise, I wanted to show the hatred by using scribbles, ink splatters, and by ripping and tearing the sheet.

Through this assignment I learnt how letters and fonts can visually communicate personality and identity, turning text into a graphical element that reflects emotions and personal traits. It will also helped me develop creative problem-solving ability in layout design and helped to understand hierarchy, balance, and composition.

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Scavenger hunt

The assignment brief tasked us crafting a creative and memorable vocabulary outcome of some important terms from Type Anatomy. To make this assignment both enjoyable and practical, I decided to develop a flip book that could serve as a valuable resource for future vocabulary review, not only for myself but also for my classmates.

In the flip book, I used tracing paper on top of black chart paper with the alphabet, highlighting the key yet essential elements of type anatomy.

For a quick future revision, you can flip the tracing paper and just revise while looking at the alphabet. This flip book format allows for a fun and interactive way to reinforce learning.