The Visual Identities chapter provided excellent insight into how to approach the semiotic deconstruction of a company logo. The author unpacked a variety of tools that can be used when examining such logos, including the colors chosen. Further, the author succeeds in explaining how each of the logos examined come to define mainstream and progressive spirit.
Applying some of the techniques used in this chapter to the Korda image of Che Guevara could be tricky. In the Visual Identities chapter the author looks into the message behind two images constructed to represent a brand but have come to define broader socio-economic beliefs. On the other hand, the Korda image of Che is very different than IBM or Apple, because it was not created to market a product. But it has morphed into an image that markets an idea that carries a different message depending on what part of the world it is seen.
For my specific research some of the techniques for analysis that can be used involve looking at colors. Che’s image can be found in all parts of the world, from walls, to billboards, to street signs, to buildings, to banners and t-shirts. But the colors used vary little across mediums. Despite that the original image was a black and white photo; many of the reproductions contain variations of red and black. What do these colors represent? And do they have different political meaning in different parts of the world? Finally, many of the images found in Latin countries draw attention to the star on Che’s beret. Often the star is more pronounced than in the original, coming across as a beacon shining from his forehead. This isn’t the case in most countries outside of Latin America and Cuba. Is this a reflection of Christ-like status in these countries? A further examination of the star on the beret and the colors used, along with location should lead to a better understanding of the message the Korda image of Che carries to viewers and how that message varies across the world.
No comments:
Post a Comment