Visual Semiotics: Sodexo


Sodexo was creating a food service within a hospital setting. They needed the name and logo to convey an emotional openness that was appropriate for the setting.

Visual semiotics was utilized to discern the emotions conveyed by each logo as well as engage consumers to select a collage of images that portrayed an ideal hospital food service provider, allowing us to compare the top emotions of each logo to the ideal in order to optimize the logo design elements.

Having identified the top emotions each logo conveyed along with the ideal set of emotions, Sodexo was able to pursue a logo design and build supporting materials. Utilizing the emotional identifiers in the color, form and shape of the logo elements allowed Sodexo to connect with consumers in an emotional setting.

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