Corporate branding of academic institutions: semiotic communication of logos and names

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Corporate branding of academic institutions: semiotic communication of logos and names

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Corporate branding of academic institutions: semiotic communication of logos and names

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

10201 - Computer sciences, information science, bioinformathics (hardware development to be 2.2, social aspect to be 5.8)

Projekt

—

Návaznosti

—

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of Marketing for Higher Education

ISSN

08841241

e-ISSN

—

Svazek periodika

34

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

23

Strana od-do

321 - 343

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85119655810