Authors: Assoc. Prof. Swati Mehta, Dr. Ujjvala M. Tiwari
Abstract: For hundreds of years, creators and designers have looked to nature for inspiration. Sustainability and environmentalism have led to the widespread use of natural textures, shapes, and colours in many areas of design. More lately, graphic designers have been unable to ignore the beauty of mother nature as a source of inspiration, in contrast to paintings, sculpture, architecture, and textiles. According to a number of studies, logos that represent real-world objects—such as plants, animals, or locations—require less processing work than abstract ones because they are easier to recognize. Because they appeal to a particular target demographic and offer a personal touch, animals are a popular symbol for logos. For instance, the image of the lion, who rules the jungle, stands for power, strength, bravery, and justice. On the one hand, jewellery logos use the beauty and grace of a swan, while logos that use lions may symbolize a brand's strength or authority within its industry. Certain companies' logos use plants, trees, and flowers to symbolize life, growth, creativity, freedom, harmony, prosperity, value, and tranquillity. Unilever's emblem features 25 natural symbols: a lion and palm tree representing the RBI, a galloping horse for TVS Motor Company, a soaring swan with the Konark Chakra for Air India, and a banyan tree for Dabur India Limited. The current study focuses on how different types of nature are portrayed in logos for Indian advertising firms.
DOI: http://doi.org/10.5281/zenodo.16408435
