case study 04 - part 2 Schiphol new logo: the shape.Gry Fager. White is the colour of honest...

Case study 04 part 2: Schiphol new logo: the shape. Inez Michiels. 05/2010

white-on-whitecode 110.110

white-on-bluecode 110.000

case study 04 - part 2Schiphol new logo: the shape.Inez Michiels

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research & consultancyin universal communication

Aarschotplaats 162018 Antwerpen - Belgium

[email protected]

INTRODUCTIONIn the first part of this case study I submitted the new logoof Schiphol Amsterdam (work of dBOD/Schiphol Airport) toa genetic semantic colour analysis. The used colourcombination was blue-on-white, where the background shapewith its light grey tint was determined as white and the typeon top as blue coloured. Now I will analyze the backgroundshape according to the same method.1

THE SHAPEThe Schiphol-shape manifests a movement that can be readfrom left to right.

We can describe the left part, the starting shape, with thefollowing properties: ordered structure, smooth surface oredge finishing, frugal composition, horizontal direction, smallvolume, angular or straight line. The end shape (the rightpart of the shape) remains orderly, soberly and angular butthe direction evolves to vertical, the spacing between thelines becomes larger and the straight lines become longer.There are therefore two semantically important propertieswhich move in this shape:

· from horizontal to vertical (depth: 1>0)· from small to large (height: 1>0)

1. Find the theoretical basis of our method more thoroughly explained underthe chapter: http://geneticcoding.wordpress.com/genetic-semantics-analysis-method/. Please read this first if you are interested in the scientific principlesof the analysis.

The symbols in this text come from the bookSymbolen ConstructiesInez MichielsACCO uitgeverij Leuven, 2006ISBN 90 334 5919 1 NUR 656See www.genecode.be

This paper is the second part of a two partanalysis of the new logo of Schiphol InternationalAirport.

CONTENT

INTRODUCTION

THE SHAPE

1.0 THE STARTING SHAPE1.1 SCIENCE AND KNOWLEDGE1.2 AIR AND WIND1.3 HYGIENE AND STERILITY1.4 THE ORDINARY

2.0 THE END-SHAPE2.1 TO TAKE OFF2.2 TO REACH THE TOP2.3 TOWER2.4. TO FLOAT

CONCLUSION



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1.0 THE STARTING SHAPEThe starting shape accords codically to the colour combinationwhite-on-white.The meaning concerning airport can be:

Let’s examine the different aspects of the starting shapemore closely.

1.1 SCIENCE AND KNOWLEDGEThe ‘white’ shape is ordered and small, such as the millimetreson a measuring rule, such as millimetre paper or the gridpattern of a spreadsheet. White clears things up, makesthings as such visible that the colour is matched with exactsciences, in which one’s measures and registers. This shapearouses a feeling of neat straight knowledge, without falseulterior motives. Illustration by Michelle Whiffin. Meltingtemperature of basalt chart.

Whereas black, the semantic opponent of white,is a colour that covers and hides, white standsfor brightness and clarity. In this car publicitythe inner functioning of a car is exposed andthe whole image in the white colour gives thecar a scientific cachet. Lexus Hybrid Drive.

SCIENCE AND KNOWLEDGEwith as an image the ruler that is

used when measuring andregistering.

AIR AND WINDwind vane, horizontality.

HYGIENE AND STERILITYin situations where hygiene is

important you retrieve the tile orgrid structure.

THE ORDINARYThe grid structure in kitchen textileor to indicate an honest, economic

price.

wind

ruler

ordinary

ruler

blanco



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Everything what has to do with sciences is often pictured inthe white colour and with the white attributes such as whiteaprons and measuring devices. Website banner Nortwesternuniversity NUIT.

There are curved and straight roads. The straightpath is the shortest, the most efficient. To followthe straight path indicates virtuousness.

1.2 AIR AND WIND

Air and wind includes blowing and ventilation but also blowinginto a wind instrument, breathing or speaking. This conceptof airy weightlessness and insubstantialness is expressedwith white symbols and forms, such as a cloud or horizontalstraight lines. Wind is presented schematically by placing anumber of horizontal lines above each other. Logo St. LouisSecond Wind Lung Transplant Association.

The wind vane shows the horizontaldirection of wind. Nowhere will youencounter a picture of the wind invertical lines. The horizontality andthe straight line are important graphiccharacteristics which belong to thewhite feeling.

Speaking and languagepresented with horizontal linesin this icon.

When graphic designers or artists present thewind they use the white colour. Winds ofSeptember, Taiwanese movie, movie poster.Heaven Is A Place On Earth by MelGam.

1.3 HYGIENE AND STERILITYWhite is the lacking of dirt, both figuratively andliteral. In publicity for detergents the white colouris omnipresent. Purity in the white colour isretrieved time on time again. Mosaic tiles withtheir regular grid pattern are especially used inbathrooms and washing accommodations. Apublic toilet in Kuala Lumpur, Malaysia.

daylight

air

blancowind

line



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1.4 THE ORDINARYThe kitchen is the most trivial place in the houseand a symbol of ordinary, everyday life. Thewhite grid pattern is present in all forms of kitchentextile: the kitchen apron, the kitchen towels,the kitchen tablecloth etc. Original tableware byGry Fager.

White is the colour of honest simplicity. A pricelist on a white squared paper gives a feeling asif the price is honest and economic, for thecommon people. “Discount festival at Colruyt!”,advertisement for Colruyt hypermarket Belgium.

ordinary

minimal

digital



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2.1 TO TAKE OFFIn all activities where the movement isupwards you retrieve this rising imagein the white on blue colour combination.Among other things in the imaging of liftcompanies. Japan Space ElevatorConference 2008, logo

And (more concerning our subject) in the world of airlinecompanies. Colonial, poster. Ad for British Midland.

By placing whiteabove blue a releasearises. The laws ofgravitation have beenraised and we takeoff in an unreal worldwithout worries, painor suffering whichsituates itselfsymbolically betweenthe white cloudsagainst a blue sky.“Sometimes whenyou’re flying, youwant to leaveeverything behind”,ad for Delta Air Lines.

2.0 THE END-SHAPEThe end shape accords codically to the colourcombination white-on-blue. The reversed versionof the colours used! (Read first part of this casestudy ) As a result you will find reversedmeanings. This becomes interestingly becausethese connect more closely to the concept of‘airport’.

TO TAKE OFFlift, ascending the staircase, to make

a career

REACH THE TOPto become the number 1, to be the

leader, to be rich and powerful.

TOWERGiant, indicator, guide, overview,

look ahead

TO FLOATFreedom, get high, bird, plane,

comfortable

top function

take off

tower

floating

take off



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To ascend a staircase or ladder is a metaphorfor a succeeded career. Steps to success,illustrations.

For a successful company growth. “Climbingthe steps of success consistently”, New IndiaAssurance.Or for the profit of a mutual fund. Post-MultifixLIFT “With a strong ploy you can go very high”,ad for the Post Bank Belgium.

In religions the white on blue concept is veryconsiderably present. When gods leave theearth they take off, without the aid of a planeand seemingly without effort at all. Like the virginMaria in the Christian tradition ascends fromher grave, one way destination heaven.Assumption of Mary, painting by Mateo Cerezo,Muzeo Del Prado, Madrid. “Only the sky is thelimit”, ad for Elecserv.

2.2 TO REACH THE TOPIf one has reached the top then one standsreally at the top, then one is the leader, the manor woman with power, where all others look upto.

Top function captain, ad on the occasion ofChinese new year, MISC China. “How to lead,so others follow willingly”, James Lundy Bookcover.

ascend

virgin

take off top function



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The low/highmetaphorconcerningsocial status isuniversal. “Topof the world”, jobopening forNipuna, India.

The direction is up high. Then one resides withthe other masters of the earth, a select club ofa happy few elite. “Prominency that distinguishesitself”, logo. The Belgian king Boudewijn shakeshand with God, Cartoon.

Then one gets a beautiful salary or is one rich.“Become outrageously rich, on Friday!” , leafletfor Euro Millions, National Belgian Lottery.“Winning the Lottery in your spare time”, CF.Keller, book cover. To be rich is often associatedwith flying in a private airplane.

2.3 TOWERA tower is on the one hand visible from a distant and offerson the other hand also an overview or panorama. “Like theoverview, so is the bank”, ad for Kredietbank Belgium. Thetower functions as a guiding leader. Looking ahead andhaving an overview are qualities which are important withconsultancy services. Lighthouse, Strategic Advisers, LLC,logo.

The tower is disproportionate,monumental such as a giant.“Giants and puppets”, poster forthe Heritage day 2010 AntwerpBelgium. Notice the opposite colourcombinations: the giant in white-on-blue and the dwarf in blue-on-white. (read part 1 of this casestudy)

Presenting a product orservice as somethinggiant is a trick which liftsthe subject at a higherlevel and grants it statusand prestige. Ad for JALJapan Airlines.

giant

towertop function



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2.4 TO FLOATThe bird is the embodiment of the desire of thepeople to release oneself from the ‘heavy’ earthand to become as angels: getting access to ahigher realm. Picture from the web site of thenuns of the priory of Bethany. “good angelsguard thee”, Christmas card.

The bird symbolizes the freedom, the strippingof of restraints and ties.

A picture that is sometimes used by banks toentice the customer by promising financialfreedom. Indeed, being rich includes getting ridof the need to earn the daily bread throughlabour. “Entirely free to live it up”, DVV insuranceadvertisement. “Save up in all freedom”, Kredietaan de Nijverheid, bank leaflet

The white-on-blue feeling is comfortable, stressless, and theimage, floating between the clouds, is used by airlinecompanies. “What makes World Business Class so special?”,ad for KLM.

They allude on a feeling of wealth and upper class thatcomes with that comfortable feeling. “To fly in our businessclass starts on the back seat of a limousine”, ad for ContinentalAirlines. “First class service for a business price”, leaflet forSabena Airlines.

angel

floating



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Planes presented in white-on-blue are in factfalsified pictures of reality. It means flying likethe angels, without effort, without the drivingpower of an engine, without being submitted tothe earthly gravitation. It is a supernaturalcondition. “Fly to Asia – Fly with Finnair to Asia”,ad for Finnair Airlines

The impact of taking drugs is described as‘feeling high’. Indicating a feeling of release andliberation of social en mental heaviness whereearthly people are subject to. LP cover “FeelingHigh – vol 1• – Shelley Records, book cover“Highest Happiness”.

The highest happiness is indeed located somewhere higherup. Reaching the nirvana by the Buddha is expressed in thisanimation. The Buddha sits high between the clouds andthe ultimate moment of its release is pictured with a white-on-blue radiation.

CONCLUSIONThe background shape of the new Schiphol logo narrates amovement from white-on-white to white-on-blue. “To take offwith science and virtuousness” could express in one sensewhat includes the core of this communication. The top isthen reached in an effortless manner, without impediment,as taken along with the wind. Once above, released fromthe gravitation and earthly botherings, we float free andcomfortably as an angel between the clouds.The term ‘airport’ is approached partially here. Positively tothis shape is the reference to the take off, the flying and theconcept of the tower that guides the airplanes. However, themooring, the anchoring and also the hub function, in shortthe ‘harbour’ concept of an airport is not pictured. The white-on-blue concept is nevertheless perfectly suitable for airlinecompanies.

Read also part 1 of this case study, Schiphol logo, the colours.

The blog:http://geneticcoding.wordpress.com/2010/04/16/schiphol-new-logo/The pdf:http://www.genecode.be/en/casestudy0401_en.pdf

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