1 - Is the trademark visible enough?
2- Is the trademark understandable?
3- Will the trademark create the desired effect?
These questions can really help someone out creating an identity with an issue similar to Mont Blanc. A big problem with communication is the semioticians. They tend to think of semiotic noise as differences in culture. Context and culture cause problems not only on the relgious meaning, but as well as the overall effectiveness of the trademark.
Mollerup discusses about the media usage. The print medium can be divided into three formats, the brochure, books, and other print material. He also indicates that trademarks sometimes serve as sculpture such as the Mercedes Benz logo on the grille.
AM Cassandre's Dubonnet triptych is an excellent example of visual phenomena. It shows that you embrace the product before usage than as you sample it, you become more involved with the product and then after you sample it, you want more and more by pouring more and full color imagery. He goes on to discuss different linguistic functions and how they pertain to everyday life.
There are codes in communication such as Paralinguistic, Practical, and Epistemological.
Paralinguistic uses alphabet, morse code, braille, semaphore flag codes and ideograms.
Ex: Chinese Signs , which communicate ideas instead of sounds.
Practical are codes for instruction and coordination.
Ex: Traffic lights, road signs, sirens, warnings, no admission signs, etc.
Epistemological codes deal with the relationship between epistemological and semiological systems. Classification of calculation.
Ex: scientific notations used in science, math and chemistry.
Pepsi being blue compared to Cokes color red is a clear representation of opposition. Pepsi made it clear it wants its product to stand out strong against its greatest competitor Coca-Cola.
Marlboro originally was intended for women in 1920's, later on Marlboro wanted to expand its demographic to men as well. It used its 'cowboy' symbolism to attract the men.
All and all a trademark should have the following:
-Visibility
-Application
-Competition- Distinguish itself amongst competition?
-Legal Protection
-Simplicity
-Attention Value
-Decency
-Color Reproduction
-Black and White Reproduction
-Vehicles- Work well or read well on transportation?
-Holding Power
-Description
-Tone of Value
-Fashionability
-Timelessness
-Graphic Excellence
-'Buy Me' - encouragement for people to buy that product
-A trademark as a trademark
-Film/Television- works well on television
-Three-Dimensionality
-Pronunciation
-Non-verbal sounds- can it be connected with musical sounds
-Discretion
-Likeability- Do you like your trademark?
