Bibliographische Detailangaben
Beteiligte: Bartomeu Magaña, Elena
In: Questiones publicitarias, 2, 2019, 23, S. 21-30
veröffentlicht:
Universitat Autonoma de Barcelona
Medientyp: Artikel, E-Artikel

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Umfang: 21-30
ISSN: 1988-8732
1133-6870
DOI: 10.5565/rev/qp.315
veröffentlicht in: Questiones publicitarias
Sprache: Unbestimmt
Schlagwörter:
Kollektion: Universitat Autonoma de Barcelona (CrossRef)
Inhaltsangabe

<jats:p>This paper presents the typical sign of identity––the logotype––used by Spanish media in Spain during the first decade of the twenty-first century. The logotype was defined after studying a sample of 130 visual signs of corporate identity either designed or re-designed before 2010. The analysis of the signs was carried out using a tool designed as part of the doctoral research to measure trends in the visual sign of corporate identity. The results show a trend in the sample which fits the description of the index––according to Peirce––in which the communicative values of the context of use predominate. This tendency highlights a denotative form of representation, which we interpret as the need to anchor ourselves to the AFK reality (away from the keyboard reality) which nowadays is digital, interactive and changing. </jats:p>