A little bit on Semiotics;
Signs that we can see in everyday life, ie, if a shop has the word OPEN on their front door, we would assume that it’s open for business. Should it say 8am – 5pm, we would assume that’s the time it’s open to. Signs are composed of two main elements;
The Signifier (The sign itself)
The Signified (What that sign means)

In the above example, the Signifier would be the word OPEN and the Signified would be that the place is open for business.

The concept could change depending on the signifier placement, which would also effect the signified. For instance, the shop’s door could also say PUSH on it, signifying that you have to push the door to open it. Another example would be a cardboard box with an arrow on it, in most cases, the arrow indicates, which way up the box should be.
These signs have gradually developed and become an integral part of our society, it’s how we communicate almost without communicating. It’s a study of how meaning is created and communicated through signage, it can be used to interpret and analyse any form of media, from books to television and games and so on.
Signs don’t have to be visual, they can be audio too, like the wail of a police siren.

Idents use semiotics, some times on a literal level (BAAAD ROHBAHT!) that repeat the title seen and add that voice in your head. After a while, they stop repeating the voice, but it stays in your head, at that point is when it has it’s own identity. 20th Century Fox don’t have to play the iconic orchestral piece that accompanies their logo, because we’ve been exposed to it so much we know it by heart. The same can be said for Nike symbols and Puma sports logos, the names no longer need to accompany the logos, we simply recognise them and as such they have become their own signs (semiotics!).

That’s something I hope to achieve with my production house. Sour Tale. The idea of the image of a fox with a fluffy tale becoming so iconic that it no longer needs the accompanying titles.


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