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

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...

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Main Authors: Wu, Ying Qi, Cheong, Cecilia Yin Mei
Format: Article
Published: Routledge 2024
Subjects:
Business communication
LB2300 Higher Education
Communication. Mass media
Online Access:http://eprints.um.edu.my/46108/
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id my.um.eprints.46108
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spelling my.um.eprints.461082024-08-12T08:26:47Z http://eprints.um.edu.my/46108/ Corporate branding of academic institutions: Semiotic communication of logos and names Wu, Ying Qi Cheong, Cecilia Yin Mei Business communication LB2300 Higher Education Communication. Mass media 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. Routledge 2024-01 Article PeerReviewed Wu, Ying Qi and Cheong, Cecilia Yin Mei (2024) Corporate branding of academic institutions: Semiotic communication of logos and names. Journal of Marketing for Higher Education, 34 (1). pp. 321-343. ISSN 0884-1241, DOI https://doi.org/10.1080/08841241.2021.1989544 <https://doi.org/10.1080/08841241.2021.1989544>. 10.1080/08841241.2021.1989544
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic Business communication
LB2300 Higher Education
Communication. Mass media
spellingShingle Business communication
LB2300 Higher Education
Communication. Mass media
Wu, Ying Qi
Cheong, Cecilia Yin Mei
Corporate branding of academic institutions: Semiotic communication of logos and names
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.
format Article
author Wu, Ying Qi
Cheong, Cecilia Yin Mei
author_facet Wu, Ying Qi
Cheong, Cecilia Yin Mei
author_sort Wu, Ying Qi
title Corporate branding of academic institutions: Semiotic communication of logos and names
title_short Corporate branding of academic institutions: Semiotic communication of logos and names
title_full Corporate branding of academic institutions: Semiotic communication of logos and names
title_fullStr Corporate branding of academic institutions: Semiotic communication of logos and names
title_full_unstemmed Corporate branding of academic institutions: Semiotic communication of logos and names
title_sort corporate branding of academic institutions: semiotic communication of logos and names
publisher Routledge
publishDate 2024
url http://eprints.um.edu.my/46108/
_version_ 1809136927244288000
score 13.211869

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