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Deity with a Semiotic Face
by Dimitar Trendafilov| Sofia, Bulgaria
Thursday, 2 February 2012
tags: clients & brands, consumer culture, culture, europe, making sense, semiotics
In the previous article on Hermes, starting with cultural origins in ancient times, I took note of the figure of the deity as a channel of communication and as a message. Here I want to focus on more recent times and ‘culture capital’ – specifically how marketing and advertising scoop up ready-to-use forms from history and universally recognised traditions as well as from local legends and myths in order to connect stories and symbols with their products (goods/services) and in such a way as to grab the attention of the potential consumers. This is clear demonstration of a principle, defined by Russian semiologist Yuri Lotman, who maintains that ‘old texts’, which circulate in culture, are there to be appropriated in terms of what exists on the surface and then refreshed by means of new codes.
In the case of Hermes, on the basis of some limited research (which we invite Semionaut readers to supplement) on uses of the name and figure in modern trade and advertising, it appears that in the mass consciousness in the most cases the deity remains the one who rapidly delivers messages and objects from one point to another. His most usual physical attribute – the wings (whether on his hat or sandals) is the most exploited symbol, preferred among the shipping and logistic companies. In Bulgaria we note a small difference, maybe because we here are close to the Hermes’s area of origin and operation, in that we see his attributes and name incorporated into tourist agencies and one well-known publishing house. Obviously for the locals the deity also has meaning of transfer.
But there are some curious exceptions, for example the use of the caduceus (Hermes’s sceptre) and serpents in logos as a reference to the medicinal skills of the Greek god. There is also one case from the not too distant past where a famous typewriter brand was named ‘Hermes’, clearly alluding to the god’s connection model with the invention of writing. Like the use of his name of publishing house this has a connection with transfer of knowledge and wisdom by means of some kind of medium – language and books. In a sense, time is a medium as well and as we saw in the earlier piece, time and space are mixed together when Hermes does what he does – moreover, he is among the immortals and his actions are set in the mythologically timeless.
In contrast with all these relatively easily decodable meaning, among the richest and most eloquent examples for the use of this mythologeme in its full brilliance remains the name of the French luxury Hermès. This company was established in 1837 by Thierry Hermés and is today one of the major players in the fashion and luxury business alongside such brands as Gucci and Louis Vuitton. The Hermès offer includes perfumes, jewelry and various accessories but the main products which bring the fame of the company are bags and sandals. As we might presume, the brand;’s communication deliberately emphasizes the connection between these products and the deeds of Hermes as messenger wearing winged sandals, one of whose main attributes is a bag. From this point we could decide that the company does not count only on the coincidence in the names of its founder and the one of the Greek deity. Moreover, in the creation of the visual identity (predominantly in its logo) Hermès has always been prepared to access tangentially other symbolic accoutrements of the deity. A historical execution of the logo (above), for example, puts the main element – a cab with one horse in front of it – above two images of the caduceus (placed on the left and on the right side, with wings and interlaced serpents added). In this way we have an opportunity to observe the mythology in action – in new context but with the message adapted to the perceptions of a contemporary consumer audience.
We would love to hear comments below about any other variations on this broader theme of how Hermes symbolism has been and is deployed by brands.
© Dimitar Trendafilov 2012