As a professional designer, it comes with ther territory that one should have a thorough knowledge of meaning in visual communication. This is never more so potent than perhaps in the exercise of Branding, where such key features become a visual representation of the inner features of the brand and its values. This modern understanding of marketing not actually modern at all, as it seems that visual 'appearences' of things are central to the medieval philosophers. One perfect example might be Peter Lombard's work on the meaning of 'Signs' in which he commented how:
Likewise, the examples continue
Aristotle once said:
The aim of art is to represent not the outward appearance of things, but their inward significance
Despite visual respresentation being a high profile topic in theology and philosophy, perhaps the more better known historical example of Branding might be found in the practice of Heraldry. Brand is historically a chivalric practice: a means of using symbols for visual representation of intangible characteristics of one’s spirit. The function of the ‘herald’, and his art of ‘Heraldry’, was as a branding exercise for the nobility. Central to Heraldry was Aristotle's 'aim of the art'.
Kal’s wappen has a significant and symbolic meaning:
Blue (Azure) represented Steadfastness, strength & loyalty
Black (Sable) represented Grief and resistance
Anchor represented salvation, hope and religious steadfastness.
The sword is the symbol of the military honor. It is also a symbol of power and freedom. The sword especially with flame) is also a symbol of purification.
The anchor (Anker) is the outward representation of Salvation, Hope and Steadfastness. It’s meaning is therefore derived from its function – to maintain stability in fluctuating circumstances. Despite this steadfastness, it is shown as being black (Schwarz, sable) representing grief, resistance and conflict. As such, this visual device represents Steadfastness during conflict. The anchor has a bifurcation, implying a double-sidedness to the conflict.
Importantly, this device is upheld by a Sword which effectively acts as a balance for the anchor, by being placed at its centre of mass. As the anchor hangs from the Sword, it suggests to a viewer that this Steadfastness during conflict may be upheld by means of the Sword – the visual representation of Honour and Nobility.