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...
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:201364 |
| Acceso en línea: | https://ddd.uab.cat/record/201364 https://dx.doi.org/urn:doi:10.5565/rev/qp.315 |
| Access Level: | acceso abierto |
| Palabra clave: | Logotype Semiotics Trend Media branding Logotipo Semiótica Tendencia Marca |
| Sumario: | 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. |
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