Semiotics: about logo, identity and brand image

Jérôme Guibourgé ()
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Jérôme Guibourgé: CeReS - Centre de Recherches Sémiotiques - IR SHS UNILIM - Institut Sciences de l'Homme et de la Société - UNILIM - Université de Limoges

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Abstract: Knowing that a logo is the condensed visual representation of a company; What does the logo reveal about the identity of this company ? From a semiotics point of view, every logotype has two functions : (1) as a representation it updates the receiver's knowledge of a company and (2) as a representation it is the expression of a particular content associated with the company. These two functions express four characteristics that every logotype has : (1) expresses at least one difference, (2) as a logical and oriented sequence, is continuously reflecting the duration of a company's values, (3) responds to the technical, commercial and institutional constraints and requirements and (4) following general conditions of the generation of meaning.

Keywords: signification; meaning; logotype; design; semiology; semiotics (search for similar items in EconPapers)
Date: 2020
Note: View the original document on HAL open archive server: https://hal.science/hal-03587299
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Published in Translated from Guibourgé Jérôme, Design phase 1, améliorer sa conception, L’Harmattan, Paris, 2021., 2020

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