Den visuella spegelbilden
En kvalitativ studie om mottagarens attityder kring logotypens roll som kommunikationsmedel
The main purpose of a logotype is to harmonize with a company?s business concept and culture. This study is based on the receiver?s attitudes about three different logotypes - Volvo, Telia and Mcdonald's. It informs the reader about the importance of a logotype as a mean of communication and if the perceptions of the logotype harmonize with the profile of the company. The study also discusses whether the visual aspects of a logotype make any difference in this process.This is a qualitative study that has been conducted through interviews and the purpose is to collect and analyze the receiver?s attitudes regarding the logotypes. The theories of this study are based on visual communication, interpretation and semiotics.Our study shows that the receiver?s attitudes against the logotypes are mostly negative, mainly because the receiver?s were unable to understand the meaning of the logotypes. This study also shows that the receiver?s interpretation of the logotypes depended on a specific context and prejudice.