A logo (Greek λογότυπος = logotypos) is a graphical element, (ideogram, symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo’s design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other non-commercial entities.
An upcoming article in April’s Journal of Consumer Research will present recent research from Duke University’s Fuqua School of Business and the University of Waterloo, Canada that claims that exposure to images of corporate brands can effect how people think and work.
The team conducted an experiment in which 341 university students completed what they believed was a visual acuity task, during which either the Apple or IBM logo was flashed so quickly that they were unaware they had been exposed to the brand logo. The participants then completed a task designed to evaluate how creative they were, listing all of the uses for a brick that they could imagine beyond building a wall.
People who were exposed to the Apple logo generated significantly more unusual uses for the brick compared with those who were primed with the IBM logo, the researchers said. In addition, the unusual uses the Apple-primed participants generated were rated as more creative by independent judges.
“This is the first clear evidence that subliminal brand exposures can cause people to act in very specific ways,” said Gráinne Fitzsimons. “We’ve performed tests where we’ve offered people $100 to tell us what logo was being flashed on screen, and none of them could do it. But even this imperceptible exposure is enough to spark changes in behavior.”
Other than their defined brand personalities, the researchers argue there is not anything unusual about Apple and IBM that causes this effect. The team conducted a follow-up experiment using the Disney and E! Channel brands, and found that participants primed with the Disney Channel logo subsequently behaved much more honestly than those who saw the E! Channel logos.
The researchers are quick to point out how this could be applied to both the advertising end of things by concentrating more on product placement than direct ad bombardment but also on how consumers could turn around and use established corporate logos to their advantage.
“If you know you need to perform well on some task, say something athletic, you may want to surround yourself with images and brand logos that represent success in athletics,” Gráinne Fitzsimons said.
In essence using the complex informational structure of a corporate logo to assist in creating a mental state streamlined for whatever activity you’re engaged in.
Again from Wikipedia:
A sigil (pronounced /’sɪdʒ.ɪl/ or /’sɪg.ɪl/; pl. sigilia or sigils) is a symbol created for a specific magical purpose. A sigil is usually made up of a complex combination of several specific symbols or geometric figures each with a specific meaning or intent.
The term sigil derives from the Latin sigilum meaning “seal,” though it may also be related to the Hebrew סגולה (segulah meaning “word, action or item of spiritual effect”). The old Norse binding rune is an example of the idea. A sigil may have an abstract, pictorial or semi-abstract form.
Allow me my moment on the soapbox, please: Not all technologies for hacking and influencing the brain are brand new developments. Many of them have been around for a while under funny names; however as advertising becomes more of a science in and of itself, more and more of these old technologies with funny names are going to show back up as useful techniques for worldchanging under new names, and generally in the service of organizations that have a very clear image of what they want to world to be like.
Or, as Grant Morrison once said:
Because Coca-Cola have got the secret, these people know what we’re talking about here because what you do is you create a sigil, Coca-Cola is a sigil, the McDonalds ‘M’ is a sigil, these people are basically turning the world in to themselves using sigils. And if we don’t reverse that process and turn the world in to us using sigils, we’re going to be living in fucking McDonalds! Magic is accessible to everyone, the means of altering reality is accessible to everyone, and when everyone starts doing it we’re going to see our desire manifest on a gigantic scale.
Me? I think it’s pretty Grinder to try and find these technologies for mindhacking that are out there and available to everyone. It’s obvious that the PR firms and corporations who have yet to provide safe automobiles, cheap medicine and clean water much less jet packs and flying cars are using these tools — no matter what they call them.