The project is about studying how semiotics leads to brand equity. Semiotics is the study of signs and logos. A well-designed logo is an asset for the company and a graphical representation through which a company can create a distinct brand identity. Since logos or packaging act as the “face” of the company, they form a huge part of the marketing strategies for any business. Any change in these can lead to a change in the brand image, brand association, brand loyalty and trust and eventually the brand’s equity. Brands pay enormous amounts for designing of these elements as it affects their brand’s equity. The purpose of the project is to understand how semiotics is applied by brands for brand equity. It studies the ways in which semiotics impacts a brand. The research also investigates the importance of various semiotic elements in diverse product portfolios and how the logo, signature look or packaging forms a connection with customers.