ABSTRACT

Brand logo is playing a role of medium, which communicates for the image of brands. This study analyzed the image of refueling brand logos, which is often confronted in everyday life, with approach of semiotic analysis and SD method. First, regarding intention of making brand logos in company, there were also consistent aspects with the analytical result of this study, but even inconsistent aspects, on the other hand. To correctly deliver meanings and images of brand logos, which were intended by the company, the semiotic analyses are essential, as establishing design plans. Second, the statistical SD method can supplement arbitrary parts in the semiotic analysis. And SD method make it possible to evaluate the image of brand logos objectively. Thus, the semiotic approach reconfirm routes of generating images , which are extracted factors by the statistical SD methods. Therefore, the combined method of statistical SD method and the semiotic analysis can be useful for the effective image analysis. So this combined method should be available for analyzing the images of brand logos efficiently. And this method is very useful to analyze human being's emotions as well as evaluating design functions of brand logos scientifically. Therefore, positive utilizations of this combined method of statistical SD method and the semiotic analysis will lead to be able to maximize the original function of design and the additional emotional satisfaction.

KEYWORD

Brand logo, Semiotics, Signification

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