Search results for " aesthetic identity"

Yo logo(s): On the icono-plastic configuration of brand symbols

2015

Among the various areas with which the vast research field of branding is concerned, brand image is recognized as a territory most pertinently analyzed with semiotic tools, since it is populated by symbols that are amenable to interpretation, such as brand logos. According to Henderson and Cote (1998), logos are graphic designs that companies uses, with or without their name, to identify themselves or their products. Semiotics, and particularly structuralist semiotics (e.g., Floch 1990,1995; Landowski 1989; Fabbri 1998; Marrone 2001, 2007), has largely abandoned the scrutiny of symbols and signs as standalone objects of analysis, in favour of the conditions of meaning that underlie brand na…