Word and Image: Logos

Some of the most effective logos feature an interaction of word and image demonstrating the aim of their product. While some logos, such as the Nike "Swoosh" are abstract, logos featuring a clue of their origin are some of the most interesting combinations of word and image.

Burger King has a prime example of a logo that combines words and image. The words actually make up the meat portion of the burger; no mistake can be made what Burger King is trying to sell us (though they also conveniently include the word "burger" in their name to keep us on track). Because the interaction of the word and image is subtle, it allows the observer to connect the product with the logo in a stronger way.

The FedEx logo also combines word and image in a discreet way. The arrow in the middle of the word is supposed to symbolize the speed and precision of FedEx. Few people notice the arrow on their own, but once made aware of it, the arrow is impossible to ignore. The discreet imagery has an affect similar to the Burger King logo: the idea of the product is shown without overwhelming the viewer. However, the FedEx logo does fail sometimes with this subtle imagery, like I said, few people notice the arrow on their own. However, the subconscious message is still present. 

Both of these logos use word and image to create a unique branding tool. Without pushing their product in the consumers' face, they allow the interaction of the word and image to demonstrate their products' superior qualities. Word and image come together to create a deeper meaning: in both cases, the logos would lack branding qualities if it were just text on its own.