Chapter 2: Professional Development Seminar by Semiotics Inc at one of Australia's leading law firms

www.semioticsinc.com - A Professional Development Seminar presented by Semiotics Inc.

This Chapter examines a corporate identity (HostTel), with specific regard to the choices of words, colours, and fonts.

HostTel Semiotics: A segmental analysis of the HostTel brand reveals what readers are guided to interpret about the organisation. The analysis proves the necessity for semiotic know-how when making syntagmatic and paradigmatic choices in brand authoring. Interestingly a segmental analysis can only occur if there are segments to analyse. This is a significant point as it evidences brand as a compilation.

The HostTel compilation is greater than the sum of its parts because design and construction create relationships between and beyond the segments. Individually;
• The name describes HostTel as an organisation that enables guests to utilise the internet to exchange communications.
• The symbol portrays energy around which intelligence and truth revolve in perpetuity.
• The positioning statement is a succinct means to contextualise the company, while allowing room for the imagination of the reader.
• The font reinforces the image of the company as being forward-thinking, structured, and strong.

As a compilation the HostTel brand signifies stimulation and stability, flair and precision. There are connotations of dynamism and eternity. It is solid, yet flexible. The HostTel identity is friendly and powerful.

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