The other essay, "Pictures, Symbols and Signs," was a slow read initially but had relevant information in it. I enjoyed the part where he begins to discuss the relevance of symbols. Some company symbols, when isolated by themselves, are easily recognized while others might not be as easily recognized. I currently work at JC Penney and we have a new CEO. Ron Johnson has created a huge change in the company and incorporated a new JC Penney logo. Some company logos are easily recognized, such as the following:
What Ron Johnson wanted to do was create a JC Penney logo that would be internationally recognized as these two are. This led to the creation of the following as JC Penney's new logo:
Without these symbols being prevalent in the lives of those that recognize these symbols, they mean nothing. The Apple sign is an apple that is missing a bite, Target's symbol is an O around a circle and the JC Penney logo is a small square in the corner of a box. All symbols and pictures are only relevant in their given environments. Anything else is a learned association. I enjoyed reading this portion of the essay as it was highly relevant to the changes JC Penney has had in the last few months.
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