REPRESENTATION OF THE BRAND BY IMAGE: SEMIOTIC ANALYSIS OF AUTOMOBILE LOGOS

Authors : Tarık Doğan, Sezin Doğan

Pages : 100-126

Doi:10.47107/inifedergi.1604676

View : 84 | Download : 79

Publication Date : 2025-06-05

Article Type : Research Paper

Abstract :Communication, in its broadest sense, is defined as the process of encoding a message and transmitting it to a target audience using various tools. The effectiveness of communication is directly linked to the audience\\\'s ability to interpret the message and respond accordingly. In the process of encoding messages, communicators utilize various tools to enhance clarity and engagement. When a message is visualized and delivered to the target audience, this process is referred to as visual communication. Visual communication plays a critical role in facilitating the overall communication process by leveraging design products created through visual communication design tools, ensuring that messages are not only understood but also impactful. This study focuses on the visual communication design, symbolic significance, and intended meanings of animal motifs used in the emblems of automobile brands, from a semiotic analysis perspective. It emphasizes the importance of emblems and logos as critical elements of corporate identity, which distinguish brands and enhance their recognition. Emblems often employ symbolic expressions to effectively convey brand messages and establish an emotional connection with audiences. The study aims to explore how automobile brands use animal symbols in their emblems to communicate their brand values, narratives, and status positioning. By examining the semiotic relationship between signs and their denotative, connotative, and deeper meanings, the research highlights the role of emblems in shaping brand identity. Additionally, the study underscores the importance of emblem design in positioning automobile brands as symbols of luxury and status, contributing to broader corporate branding strategies. Employing a qualitative methodology, the research utilizes semiotic analysis techniques to interpret the visual and symbolic aspects of six selected automobile brands (Lamborghini, Ferrari, Jaguar, Peugeot, Alfa Romeo, and Aston Martin). The brands were selected through judgmental sampling. This study aims to provide insights into the emblem creation process and offer guidance to brands in various industries seeking to differentiate themselves in the luxury market segment.
Keywords : Logo, Amblem, Görsel Kimlik, Görsel Tasarım, Görsel İletişim, Göstergebilim

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