Blog Five -- Arnheim

Qualities as a Sign:

"An image serves merely as a sign to the extent to which it stands for a particular content without reflecting its characteristics visually...[T]hey operate as mere references to the things for which they stand" (Arnheim 138).

A prime example of how this company logo functions as a picture is through the text. Letters are nothing more than abstract representations. The letters themselves do not reflect an actual object, but symbolically represent a greater meaning. Text is human constructed and interpretive. Letters are not arbitrary, but consistently and deliberately used symbols; they carry a synonymous meaning amongst viewers. The audience, pending their knowledge of the English language, easily understands the name of the company through letters.


Qualities as a Symbol:

"An image is symbol to the extent to which it portrays things which are at a higher level of abstractness than is the symbol itself" (Arnheim 139).

The faucets and hardware images are directly related to the store's focus. After all, it is called "Decorative Plumbing and Hardware Association." However, they are meant to be more symbolic of the decorative, uniqueness of this company's products. They are works of art, as opposed to everyday objects. The faucets are morphed into uncommon shapes and the hardware has a particularly interesting geometric shape. By using these images, the company's intention was to display their benefit over competition. Their abstract message is that their products are more individualized and design-focused than others'.


Qualities as a Picture:

"Images are pictures to the extent that they portray things located at a lower level of abstractness than they are themselves. They do their work by grasping and rendering some relevant qualities--shape, color, movement--of the objects of activities they depict" (Arnheim 138).

Abstractness is important to an image's function as a picture. While the company is a plumbing and hardware specialty store, the faucets and accessories are direct representations of this. However, the four images also create a more "whole" picture by depicting the initials of the store: "DPHA." The imagination helps to create a complete portrayal of the "DPHA" letters, though the objects alone do not represent this. To create a complete picture of the store name, all objects are needed.