Corporate branding of academic institutions: semiotic communication of logos and names
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11320%2F25%3AVSDVVQV9" target="_blank" >RIV/00216208:11320/25:VSDVVQV9 - isvavai.cz</a>
Result on the web
<a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85119655810&doi=10.1080%2f08841241.2021.1989544&partnerID=40&md5=f48860c4d4056f13b68facf19e794263" target="_blank" >https://www.scopus.com/inward/record.uri?eid=2-s2.0-85119655810&doi=10.1080%2f08841241.2021.1989544&partnerID=40&md5=f48860c4d4056f13b68facf19e794263</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/08841241.2021.1989544" target="_blank" >10.1080/08841241.2021.1989544</a>
Alternative languages
Result language
angličtina
Original language name
Corporate branding of academic institutions: semiotic communication of logos and names
Original language description
This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities’ logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to qualitatively investigate how the institutions’ logos and typography of their names are designed and utilized for corporate branding. The analysis shows that both the logos and names are graphically and typographically designed as effective visual elements and semiotic resources with meaning potentials to signify the Chinese universities’ brand identity. © 2021 Informa UK Limited, trading as Taylor & Francis Group.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)
Result continuities
Project
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Continuities
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Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Journal of Marketing for Higher Education
ISSN
08841241
e-ISSN
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Volume of the periodical
34
Issue of the periodical within the volume
1
Country of publishing house
US - UNITED STATES
Number of pages
23
Pages from-to
321 - 343
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85119655810