The Research Journal of the Costume Culture (복식문화연구)
- Volume 14 Issue 2
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- Pages.177-191
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- 2006
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
A Study on the Semiotic Approach of Logo in Sportswear Brand
스포츠웨어 브랜드 로고의 기호학적 분석
- Lee, Min-Gyung (Department of Fashion Coordination, Suwon Women's College)
- 이민경 (수원여자대학 패션코디네이션과)
- Published : 2006.04.30
Abstract
The purpose of this study was to analyze the signification system between logo and brand concept systematically in sportswear brands. For this purpose, 37 apparel brands focused on sportswear brand were selected and the results of the study were following : First, the sportswear brands that symbolize a specific sports used a related supplies such as a golf ball or tennis ball, etc to express sports or concept that pursuit each brand. Second, the sportswear brands used the brand logo that represent or symbolize a specific animal, plant and natural world to express a strong spirit of sports and active energy. Third, the sportswear brands used the word mark or symbol that design a brand name in dynamic or speedy typeface to represent a speed and progressive spirit of sports. Fourth, the sportswear brands used the symbols that represent a concrete object, person such as a mast, shield, etc to emphasize the brand concept. Fifth, the sportswear brands used the symbols of a graphic or geometric style to represent the special quality of brand in type.