FedEx are an express delivery company, they provide a
service to the public, where it’s a delivery for a large company, small
business, or a domestic delivery. The logo was recognised as being one of the
top 8 logos in the last 35 years. This is because of its hidden arrow within
the logo. The arrow represents the service that FedEx provides. The arrow is
pointing to the right which creates the effect of moving forward, however this
may vary between cultures as their idea of moving forward
may be in the opposite direction.
Evian is a company that produces water. The logo is noticeable
to a large majority of the public for the mountains in its logo. They represent
the fact that the water in that they provide comes from the French Alps-over
lots of ice ages, a filter developed in the mountains which collected this water;
this is then turned into the water we drink from the bottle. The colours of the
logo ironically are the colours that feature on the French flag- this reflects
the facts that the water starts its journey to the bottle in France
Very good comments. To improve, link to the techniques in the language e.g. the abbreviation of the noun express (which initself connotes speed and transport) to '"ex" is a time-saving device which supports the idea of the business transporting your goods quickly and saving you time because they are easy to use and efficient. The slogan for Evian is "live young" which is phonologically similar to Evian as well as suggesting that the product will help you to be energetic and healthy like a young person - powerful connotations.
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