Coordination of the Denotational and connotational meaning of the symbol with the brand identity, in order to create a culture-based logo

Document Type : Original/Research/Regular Article

Authors

1 high art research and entrepreneurship department, art university of Esfahan, Esfahan, Iran.

2 Faculty of tourism management, high art research and entrepreneurship department, art university of Esfahan, Esfahan, Iran.

3 Faculty of visual communication fine art department, university of art, Tehran, Iran.

4 Faculty of management, Social and Economic Sciences department, Alzahra university, Tehran, Iran.

5 Faculty of management, management department, Shahid beheshti university, Tehran, Iran.

Abstract

One of the solutions that leads to different brands being seen in the contemporary advertising space is the use of visual cultural-ethnic identities in their logo, and to achieve this, the use of symbols is of particular importance. But unfortunately, it seems that the choice of symbols by the graphic designer in some cases is tasty, without prior research or in its optimistic state, only by a formalistic approach. The present study addresses this question as a way to create a culture-based logo using cultural-ethnic symbols, and asks how the symbol can be used in an appropriate way to create a logo culture-based?
It should be noted that in this research, the culture-based logo is not merely a logo of cultural organizations, such as the logo of museums, universities and cultural centers, although this item can also be subset. But, the meaning of the culture-logo the logic axis is that in the design of the logo cultural-ethnic symbols play a key role in the transfer of organizational concepts, and the main idea behind the designer to create a logo is the symbol and cultural motifs of a people and a culture.
This is an applied research objective with analytical descriptive nature and data collection is done by the library method. By analyzing international specific logo elements and presenting case studies, this article will examine how some contemporary logo designs have inappropriately exploited specific cultural groups. In the process, this study will theorize how designers can practice culturally and socially responsible design by researching the context as well as the cultural and historical significance of major elements used to create a logo design. For designers to implement specific symbolic elements, they will need to analyze each of them to understand the multiple meanings and what they communicate to the intended audience. This is an important step in the design process that should be addressed prior to formalizing the final design proposal.
Understanding the importance of the symbol is very important when creating a culture-based logo. Symbols can also be confusing or informative, given how well they are designed and the fact that the designer has well investigated the audience of that brand. A review of the global literature on logo design suggests that the design of the logo includes two basic steps, the research phase and the design stage; however, with this in mind, in the research phase of designing a culture-based logo, there are two basic stages Another included: 1. Research on the organizational goals of the brand and the identity that the brand is seeking to create; 2. Research on symbols that are consistent with the organizational identity in terms of explicit and implicit implications. Therefore, designing a logo is not a tweet or only a matter of formalistic and aesthetic issues, but in designing a logo, especially a logo that plays a key role in the symbol, the designer needs to have a thorough and proper research before designing it.
One can conclude from the examination of international samples that use the symbol in the design of the logo in line with organizational interests, regardless of the harmony of semantic implications of brand identity. Apart from undermining the cultural values that it the symbol of its text is extracted, the use of such an inappropriate symbol can also have a negative effect on the organizational goals of the companies that use such logos, and this is where brands usually have a significant amount of time and funds to create their own logo.
When the resulting logo is used to insult a group or ethnic group or use their visual symbols inappropriately, it can be very costly for both that particular culture and that organization's owner. Also, by exploring the purposeful international samples that used the symbol in the design of the logo in line with organizational interests, regardless of semantic implications of the symbol, it was concluded that, apart from the inhibition of cultural values, the use of such Inappropriate symbols can have a negative impact on brand identity and brand image throughout the brand's life, as well as organizations that create and use these logos.
Finally, the result of this essay was that in the majority of cases, the connotational meaning of the symbol in the design of the logo was given more attention, whereas the same attention to the denotational and connotational meaning of the symbol and its alignment with the brand identity was the appropriate way to create a culture-base logo. Also, by exploring the purposeful international samples that used the symbol in the design of the logo in line with organizational interests, regardless of semantic implications of the symbol, it was concluded that, apart from diminishing cultural values, such use incorrect symbols can have a negative impact on brand identity throughout the brand life.

Keywords

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History

  • Receive Date: 21 July 2017
  • Revise Date: 29 September 2017
  • Accept Date: 14 December 2017

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