The Logo Type
This paper presents the typical sign of identity--the logotype--used by Spanish media in Spain during the first decade of the twenty-first century. The logotype was defined after studying a sample of 130 visual signs of corporate identity either designed or re-designed before 2010. The analysis of t...
| Author: | |
|---|---|
| Format: | article |
| Publication Date: | 2019 |
| Country: | España |
| Institution: | Universitat Autònoma de Barcelona |
| Repository: | Dipòsit Digital de Documents de la UAB |
| Language: | English |
| OAI Identifier: | oai:ddd.uab.cat:201364 |
| Online Access: | https://ddd.uab.cat/record/201364 https://dx.doi.org/urn:doi:10.5565/rev/qp.315 |
| Access Level: | Open access |
| Keyword: | Logotype Semiotics Trend Media branding Logotipo Semiótica Tendencia Marca |
| Summary: | This paper presents the typical sign of identity--the logotype--used by Spanish media in Spain during the first decade of the twenty-first century. The logotype was defined after studying a sample of 130 visual signs of corporate identity either designed or re-designed before 2010. The analysis of the signs was carried out using a tool designed as part of the doctoral research to measure trends in the visual sign of corporate identity. The results show a trend in the sample which fits the description of the index--according to Peirce--in which the communicative values of the context of use predominate. This tendency highlights a denotative form of representation, which we interpret as the need to anchor ourselves to the AFK reality (away from the keyboard reality) which nowadays is digital, interactive and changing. |
|---|