Critical Discourse Analysis of Different Company Logos in constructing the Brands' Identity
DOI:
https://doi.org/10.21015/vtess.v13i1.1917Abstract
Logos, as visual representations, express a company’s image, philosophy, and strategic direction in marketing and business. As a result, companies aim to design a ‘gorgeous’ brand logo that effectively communicates their identity. This study explores the fundamental aspects of logo design—visual, psychological, and cultural—and how these elements contribute to brand identity. It also examines the connection between logos and corporate heritage, focusing on how logos shape identity for business and marketing success. The research adopts a Critical Discourse Analysis (CDA) framework, using Norman Fairclough’s (1995) multimodal approach to analyze selected company logos. Consumer perception is a key focus of the study, with data gathered through purposive sampling. Sources include visual representations of logos, the narratives behind their creation, official company websites, marketing literature, and business-related articles. Additionally, social media posts were analyzed to understand consumer reviews and reactions. This research highlights how logos function beyond aesthetics, playing a crucial role in communicating values, building trust, and establishing long-term recognition in competitive markets.
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