1. SEMIOTICS
prof. Annaluisa Franco student: Giulia Bartolucci

2. meaning analysis
ICONS: a girl’s face, hair bandan and typefaces.
INDEX: there is no index.
SYMBOL: the logo of Billabong.
NAME: Billabong
TAXONOMY OF DESIGN ELEMENTS
Strata
3 1,2 Veins
2 1 Legh variation
MEASURAMENT OF
MEANING
EVALUATION: It is not so
4 good because the message is
not clear.
5 POTENCY: It is not strong.
ACTIVITY: It is passive.

3. change the meaning

4. meaning analysis
ICONS: a girl, umbrella and typefaces
INDEX: Design a bikini contest. “Enter to win....Billabong
wardrobe.” And the four text.
SYMBOL: bikini, the logo, the “i”, the hand with pencil.
NAME: Billabong
TAXONOMY OF DESIGN ELEMENTS
Widht variation
2
4 3 MEASURAMENT
5 OF MEANING
1
EVALUATION:
3 It is good.
POTENCY: It is strong.
6
ACTIVITY: It is active
Strata
1,2 Venis

5. 02 change the meaning

6. meaning analysis
ICONS: Typefaces.
INDEX: girls surf trip, & sup stand up paddle.
SYMBOL: the logo, the girl, the see and the surfboard
NAME: Billabong.
TAXONOMY OF DESIGN ELEMENTS
Widht variation
3 Strata
1,2 Veins
1
2
2
MEASURAMENT OF MEANING
EVALUATION: It is good, but at the same time I believe
that some information are missed (where, when).
POTENCY: It is not strong in half.
ACTIVITY: It is active.

7. change the meaning

8. meaning analysis
ICONS: a swimming trunks, one photo and
typefaces.
INDEX: Greg Noll, Collection
SYMBOL: a man surfing and a ellipse.
NAME: Billabong.
TAXONOMY OF DESIGN ELEMENTS
Widht variation
3
5 Strata
4 1
1,2 Veins
2
MEASURAMENT OF MEANING
EVALUATION: It is good.
POTENCY: It is strong.
ACTIVITY: It is active.

9. change the meaning

10. meaning analysis
ICONS: girl’s face, t-shirt, hand, part of a windows, sky
and typefaces.
INDEX: Present Matt Georges, photo print t-shirt contest,
there is no place like home. Partecipate now! and get a once
in a life time chance to see your picture on a billabong t-shirt.
SYMBOL: a cross and a white rectangle
NAME: Billabong.
TAXONOMY OF DESIGN ELEMENTS
1
Widht variation
2
5
Strata
1,2 Veins
7 3
4
7 6
MEASURAMENT OF MEANING
EVALUATION: It is good.
POTENCY: It is strong.
ACTIVITY: It is active.

11. change the meaning

12. meaning analysis
ICONS: Typefaces.
INDEX: Maui, asp women’s world tour Dec 8-20 2009 Honolua
Bay, Hawaii. Presented by Hawaiian Airlines $90.000 prize purse.
SYMBOL: drawings
NAME: Billabong Pro.
TAXONOMY OF DESIGN ELEMENTS
Continuity variation
Strata
2
1,2 Veins
1
MEASURAMENT OF
MEANING
EVALUATION: It is good.
POTENCY: It is not strong.
ACTIVITY: It is passive.

13. meaning analysis
ICONS: a g irl, a surfboard, the ocean, the sky and typefaces
INDEX: there is no index.
SYMBOL: the logo of Billabong, and the logo Al Merrick
NAME: Billabong
TAXONOMY OF DESIGN ELEMENTS
MEASURAMENT
OF MEANING
EVALUATION:
3 It is good.
POTENCY:
It is strong.
5
2 ACTIVITY:
It is active.
Widht variation
Strata
1,2 Veins

14. meaning analysis
ICONS:a palm, landscape, two times same
person, the see, a surfboard, typefaces.
INDEX: Donavon Frankenreiter
SYMBOL: the logo (two times), peace symbol:
t-shirt and with the hand.
NAME: there is no name.
TAXONOMY OF DESIGN ELEMENTS
1 Widht variation
Strata
2 1,2 Veins
5 3 5
05 4
MEASURAMENT OF MEANING
EVALUATION: It is good.
POTENCY: It is strong.
08
ACTIVITY: It is active.

15. meaning analysis
ICONS: a boy, a surfboard, sky, wave and typefaces.
INDEX: I surf because.. the wave is my life.. the
board is my body and im my god.
SYMBOL: the logo.
NAME: there is no name.
TAXONOMY OF DESIGN ELEMENTS
5 Widht variation
1
5 Strata
2 1,2 Veins
3
4
MEASURAMENT OF MEANING
EVALUATION: It is good.
POTENCY: It is strong.
ACTIVITY: It is active.

16. meaning analysis
ICONS:two boys with surfboards, a boy’s face with a word,
water, birds, palms and typefaces.
INDEX: there is no index.
SYMBOL: the logo and negative of photos
NAME: Billabong.
TAXONOMY OF DESIGN ELEMENTS
Widht variation
1 6 Strata
2
5 1,2 Veins
4 7
3
MEASURAMENT OF MEANING
EVALUATION: It is good, but the message it is not so clear,
POTENCY: It is not very strong.
ACTIVITY: It is active.

17. Brand Placement Chart: GENERAL
The chart represents where Billabong is collocated in the contest
of many different type of brands. It is close to playful, but it is also
practical.

18. Brand Placement Chart:
5 COMPETITORS
As we can see from the chart, if we consider the Billabong
wetsuits, it is definitely specialized in this product and it has a
higher quality of technical products compare to Rip Curl and
Quicksilver. A part form wetsuits, Quicksilver and Billabong are
approximately in the same position, close to playful, and I consi-
der Quicksilver barely more playful. O’Neill and Volcom are also
more utopic than Billabong so they are up, even they still playful.