Brand, Identity and Reputation: Exploring, Creating New Realities ...

Uncovering ‗Meanings‘ through Animal Figurative Marks in Corporate Logos
Tayo Otubanjo, Pan African University, Nigeria
Abstract
A number of financial institutions are hung on the use of pictorial metaphors of animal marks in corporate logos as tools
for creating meanings even though such logos are no longer fashionable. This paper deconstructs a couple of these logos.
Specifically, this study examines how corporate logos with animal marks create and institutionalize meanings in the
minds of customers. A modified form of McCracken‘s meaning transfer model together with a three phase interpretive
framework, comprising literary criticism, semiotic method and interpretive interviews, are drawn as the framework of
study. Findings from the deconstruction of corporate logos with animal marks – belonging to First Bank Plc and Union
Bank Plc, two of the largest banks in Nigeria, indicates that meanings that are adduced to these banks evolves through a
collaborative system of continuous or uninterrupted exposure of animal marks and costumer habitualized beliefs.
Keywords: animal marks, corporate branding, corporate logo, corporate identity, habitualization, institutionalization,
interpretive interviews, literary criticism, meanings, semiotic method, signs.
Introduction
The use of animal figurative marks in corporate logos has played a significant role in corporate communications over a
long period of time. For hundreds of years, animal marks have been used to symbolize, communicate and express the
personality of business organizations. A quick review of a variety of corporate logos especially those belonging to a
number of large, reputable financial institutions suggests that there has been a shift from the use of animal marks (such
as horses, bulls, bear, eagles, lions, tigers and similar ferocious faunas) towards more simplified versions of currently
fashionable and expensive works of art. Figures 1-4 supports this argument.
Figures 1-4: Movement of Deutsche Bank logo (animal mark) in 1870 to today‘s work of art
Source: http://www.db.com/en/media/Logo_History.pdf
Source: http://www.db.com/index_e.htm
Source: http://worldsbestlogos.blogspot.com/2007_11_01_archive.html
Source: http://www.abnamro.com
In spite of this movement however, the use of logos with animal marks persists. A handful of business organizations
that continue to use this type of logo, do so ideally to build an association with traditions and socio-cultural meanings
through the corporate branding process. Because corporate logos with animal marks are deemed as obsolete, oldfashioned
and outdated, some stakeholders within the business environment think less highly of them. Yet, they are
highly effective at helping business organizations to deliver strategic messages about their personalities.
Just as there are very few business organizations that use corporate logos with animal marks in today‘s business
environment, there are also very few academic literatures on this subject. The majority of studies in the broader field of
corporate visual identity (see Table 1) which encompasses the study of logos are void of knowledge on the construction
of animal marks.
Table 1: Corporate visual identity literature
A peep into business literature on corporate visual
identity
Source: developed by author
Melewar et al, 2006; Melewar et al, 2001; Melewar et al,
2000; Melewar and Saunders, 1998; Melewar and
Saunders, 1999a; Melewar and Saunders, 1999b;
Melewar and Saunders, 2000; Melewar, 2001; Mollerup,
2004; Carls, 1989; Carter, 1975, 1976, 1982, 1983,
1985, 1986, 1997; Henderson and Cote, 1998; Napoles,
1998; Olins, 1978, 1979, 1989, 1990, 1991, 1995;
Pilditch, 1970; Hynes, 2009; van den Bosch et al, 2004;
van den Bosch et al, 2005; van den Bosch et al, 2006;
van Riel and van den Ban, 2000; van Riel and van den
Ban, 2001
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