Semiotic analysis of global top 300 companies’ visual identity

• In Event: Scholar to Scholar VII

Abstract

Based on Peiercian semiotics, this study analyzed corporate visual identity (CVI) s of top 300 global companies using semiotic categorizing schemes. Results indicated that letters as symbol were used for CVIs in most companies. Icon or index was used independently in a few companies but it was used with symbol together in most cases. Also statistical test suggested that the visual trends of CVIs were different by geographic sections.

Authors

• Yoonjae Nam, State University of New York, Buffalo

• Daejoong Kim, State University of New York, Buffalo

• Kyounghee Kwon, State University of New York, Buffalo

• Sinuk Kang, State University of New York, Buffalo