Figurative Sign Branding

A picture is worth a thousand words — this popular wisdom is supported by the fact that information contained in images is perceived more quickly than a verbal description with the same information content. Image information can be retrieved more quickly than textual information. A graphic representation is remembered and recognised more reliably than a word or a sequence of words. The traditional coat of arms is a historical example of a figurative sign.

Another advantage of an image as a distinguishing and identifying sign for a product or a company lies in the independence of the image representation from language. Even if a product is offered under different brand names in different markets, the ability to recognise this product is ensured by a common image symbol used for the product in all markets.

Figurative Sign

When designing logos or other figurative signs, it is also important to consider certain principles of trademark protection in order to ensure that the figurative sign can become a registered trademark in the relevant countries. It is also important to ensure that the sign is culturally acceptable and does not cause any undesirable associations in the mind of the viewer. Even the colour of a figurative sign can be decisive for the success of the sign as a figurative mark in a particular culture.

Figurative signs and their trademark protection as figurative marks are not limited to graphic logos and word/figurative marks, i.e. graphically designed word marks or word marks with a figurative element. In practice, trademark protection for product labels, especially bottle labels, or images on packaging also plays an important role.