The social distancing visuals in brand communication

Abstract

Communication is more than a money generator in businesses’ life and brand communication must be an ally in the process of getting noticed, inspiring and pushing to action. This paper aims to exploit some visuals of the companies that changed their logos in order to promote their own brands in times of crisis, more specifically, a medical crisis, that of the coronavirus. In not more than one month, large companies transformed their classic brand logos into social distancing visuals. The objectives of this undertaking are to emphasize the importance of brand communication in this special time of medical and economic crisis, to determine how the big brands’ logos transformed and to identify the goals of brand communication strategy through visuals. We attempt to see the new logos through a social semiotic perspective on visual and brand communication.