2019, Vol. 4, No. 3. - go to content...

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Pallotta V.I., Sichkar T.V. Semiotic aspect in the design of logos and trademarks. Journal of Clothing Science. 2019; 4(3). Available at: https://kostumologiya.ru/PDF/10IVKL319.pdf (in Russian).

Semiotic aspect in the design of logos and trademarks

Pallotta Valentina Ivanovna
K.G. Razumovsky Moscow state university of technologies and management (the First Cossack university), Moscow, Russia
E-mail: Pallotta@yandex.ru

Sichkar Tatiana Valentinovna
Institute of world civilizations, Moscow, Russia
E-mail: Ditava1@mail.ru

Abstract. The authors note the importance of the graphic designer’s work as the main visual Communicator in the modern postmodern society, the main Creator of sign systems. Materials for writing the work served as an information analysis of the research of Russian and foreign authors, which relate to the issues of the semiotic approach to the development of logos and trademarks in design. The presented study summarizes the lack of attention to semiotic design tools as an effective tool for creating a harmonious unity of form and content in sign systems. The semantics of projects in graphic design that form and convey meaning in its products requires the designer to understand the culture and world order in accordance with modern concepts. The resource of semiotic design of means should be in the plane of variety of forms of existence and expression used in culture and their myths, images, signs, symbols, producing a measure of conformity in the diverse and contradictory cultural development of language components. Pragmatics of projects in graphic design requires grounds for interpretation and comprehension of information by a person. Resource semiotic design means these grounds are supported by the laws of visual perception and psychology. The syntactics of trademark and logo design is determined by the principles of redundancy. The resource of semiotic design means is manifested in the ability to encode information with minimal means.

Keywords: graphic design; trademark; logo; semiotic design means; syntactics; pragmatics; sign systems; information coding

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