Logos, Icons, and Metaphors

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Logos, Icons, and Metaphors

• Anne Tarpey
• I385T
• February 27, 2003

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Definitions Icons

• The word icon comes from the Greek word for
  image, and it can be defined as a pictorial
  representation of some object or process.
• The origins of the iconic form can be traced back
  thousands of years to hieroglyphics. (Sassoon
  and Gaur, 1997, p. 12).

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Definitions Logos

• Logos are a type of icon, and they are used to
  identify a company or organization.
• Many logos are internationally recognized and can
  appear independently of text or other signifiers
  and still identify the organization to which it
  belongs. (Caplin, 2001, p. 18-19).

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Definitions Metaphors

• Metaphors can be defined as the use of a physical
  object to represent an abstract idea or emotion.
  
• Metaphors depend on a conventional link between
  the connotations of the object and those of the
  idea.

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Development of Computer Icons

• Early command line interfaces such as MS-DOS were
  difficult to use.
• Apple implemented icons, to visually simplify a
  complex process.
• Those early icons are still in use today.

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Strengths of Icons

• Icons can effectively communicate the most
  complex of ideas in a simple, elegant manner that
  transcends the boundaries of language and
  culture.
• Icons on Web sites in North America or Europe are
  very similar to those that appear on interfaces
  in Central America or Asia.

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Icons Across Cultures

• Some icons have a particular cultural bias, but
  are often still used outside of that culture
  (Honeywill, 1999, p. 164).

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Icons Across Cultures

• Though uncommon, some icons have a particular
  cultural meaning.

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Standardization of Icons

• Not all icons are immediately intuitive, and many
  become comprehensible only after repeated
  exposure.
• Standardization of icons increases the ability of
  users to recognize and understand icons.

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Standardization of Icons
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Icons as Metaphors

• The use of icons and logos relies on metaphors
  which help users relate abstract ideas or
  representations to something that is familiar.
• One of the most common metaphors of the Web is
  the idea of the Web as a physical place that is
  traversed.

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Strengths of Metaphors

• Metaphors are useful in the brainstorming stages
  of designing a site.
• The metaphor does not necessarily have to be
  integrated into the final design of the Web site
  (Rosenfeld Morville, 2002, p.91).

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Limitations of Metaphors

• In relating computer interfaces to more concrete
  objects and scenarios, the uniqueness and special
  capabilities of computers are sometimes obscured.
  
• Once a metaphor is instituted, every related
  function has to become part of the metaphor and
  this can hinder design flexibility.

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Using Icons and Metaphors Effectively

• Select icons from the realm of established
  metaphors.
• Icons may benefit from animation or sound.
• Label icons to limit confusion.

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References

• Caplin, S. (2001). Icon design Graphic icons
  in computer interface design. New York
  Watson-Guptil.
• Honeywill, P. (1999). Visual language for the
  Word Wide Web. Portland Intellect Books.
• Honeywill, P. (2001). w3icons.com. Retrieved
  February 19, from http//www.w3icons.com/.
• Rosenfeld, L., Morville, P. (2002). Information
  architecture for the world wide web. Sebastopol,
  CA O'Reilly.
• Sassoon, R., Gaur, A. (1997). Signs, Symbols
  and Icons Prehistory to the Computer Age.
  Exeter, UK Intellect Books.