In today's society, a trend has started to emerge where companies integrate retro elements into their logos. The purpose of this study is to investigate what characterizes retro logotypes, as well as what the retro trend can be an expression of. Through a semiotic analysis of Pepsi's and Burger King's recently updated logos that follow this trend, design elements such as color, typography and shape in the logos are examined with an aim to understand how the companies takes inspiration from their previous logos, as well as investigate in how the new redesigns of the logos correlates to them. Further the study discusses the causes of this emerging retro trend, where nostalgia plays a pivotal role in connecting the brands with the past. In the case of Pepsi and Burger King, the use of retro elements in their logos can be seen as a form of commercial nostalgia, capitalizing on consumers' longing for the past.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68776 |
| Date | January 2024 |
| Creators | Strandberg, Tova |
| Publisher | Malmö universitet, Institutionen för konst, kultur och kommunikation (K3) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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