Beteiligte: | |
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In: | Questiones publicitarias, 2, 2019, 23, S. 21-30 |
veröffentlicht: |
Universitat Autonoma de Barcelona
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Medientyp: | Artikel, E-Artikel |
Umfang: | 21-30 |
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ISSN: |
1988-8732
1133-6870 |
DOI: | 10.5565/rev/qp.315 |
veröffentlicht in: | Questiones publicitarias |
Sprache: | Unbestimmt |
Schlagwörter: | |
Kollektion: | Universitat Autonoma de Barcelona (CrossRef) |
<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> |