The Nature and Power of Logo: The Development of Aesthetic and Semiotics
Keywords:
Logo, Estetika, Semiotika, Semantik, Komunikasi VisualAbstract
Logo merupakan salah satu bentuk simbol visual yang sangat esensial. Logo memiliki kemampuan estetis dan substantif. Kehadiran logo menawarkan makna-makna ekspresif yang direpresentasikan dalam goresan, warna, lekukan, dan titik. Pesan yang disampaikan melalui logo tidak hanya mengandung pengetahuan, namun juga harapan dan keyakinan yang dikemas dalam pemikiran dan gagasan kreatif. Logo dirancang untuk mengukuhkan signifikansi dan identitas dari sebuah produk, organisasi, atau kegiatan. Kajian ini membedah sebuah logo “Upper Class” dalam aspek estetika dan struktur semiotika sebagai bagian dari eksplorasi desain komunikasi visual yang mengandung aspek-aspek material yang direpresentasikan secara dinamis. Hasil kajian menemukan bahwa logo “Upper Class” mengandung makna semantik yang memiliki korelasi antara tanda, simbol, dan hubungan referensialnya.
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References
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Won, S., & Westland, S. (2017). Colour meaning and context. Color Research & Application, 42(4), 450-459.
Yan, S., & Ming, F. (2015). Reinterpreting some key concepts in Barthes theory. Journal of Media and Communication Studies, 7(3), 59-66.
Bambang, M., & Nur, E. (2013). Semiotika Dalam Metode Penelitian Komunikasi Semiotics In Research Method of Communication. Jurnal, 16(1).
Barry, Ann Marie. (1997). Visual Intelligence: Perception, Image, and Manipulation in Visual Communication. New York: State University of New York Press.
Basuki, A. (2015). Makna warna dalam desain. Retrieved April, 30, 2017.
Boia, R., Bandrabur, A., & Florea, C. (2014, May). Local description using multi-scale complete rank transform for improved logo recognition. In 2014 10th International Conference on Communications (COMM) (pp. 1-4). IEEE.
Chandler, D. (1994). Semiotics for beginners.
Danesi, Marcel. (2011). Pesan, Tanda, dan Makna. Yogyakarta: Jalasutra.
Diethelm, B. (2021). The Five‐colour theory: A new approach to colour. Color Research & Application, 46(3), 595-603.
Grady, C. L., McIntosh, A. R., Rajah, M. N., & Craik, F. I. (1998). Neural correlates of the episodic encoding of pictures and words. Proceedings of the National Academy of Sciences, 95(5), 2703-2708.
Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), 545-555.
Hervey, S. (2016). Semiotic perspectives. Routledge.
Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62,14–30.
Jamieson, G. H., & Jamieson, H. (2007). Visual communication: More than meets the eye. Intellect Books.
John, J., Asril, A., & Waspada, A. E. B. (2017). Analisis Semiotika Logo Rumah Makan Patinku. PROPORSI: Jurnal Desain, Multimedia dan Industri Kreatif, 3(1), 33-43.
Kress, G., & Van Leeuwen, T. (2002). Colour as a semiotic mode: notes for a grammar of colour. Visual communication, 1(3), 343-368.
Novalita, R. Teori Belajar Menurut Aliran Psikologi Gestalt Serta Implikasinya Dalam Proses Pembelajaran. Lentera: Jurnal Ilmiah Sains dan Teknologi, 146880.
O'Connor, Z. (2021). Traditional colour theory: A review. Color Research & Application, 46(4), 838-847.
Onipede, F. M. (2018). A semiotic analysis of selected Nigerian church logos. International Journal of Research in Social Sciences and Humanities, 8(1), 14-26.
Pimentel, R. W. (1997). Consumer preference for logo designs: Visual design and meaning. (Unpublished doctoral dissertation). University of Arizona, Tucson, AZ.
Peirce, C. S. (1991). Peirce on signs: Writings on semiotic. UNC Press Books.
Rodriguez, L., Asoro, R. L., Lee, S., & Sar, S. (2013). Gestalt principles in destination logos and their influence on people's recognition and intention to visit a country. Online Journal of Communication and Media Technologies, 3(1), 91.
Rohmansyah, N. A. (2017). Implikasi Teori Gestalt Dalam Pendidikan Jasmani Sekolah Dasar. Malih Peddas (Majalah Ilmiah Pendidikan Dasar), 7(2), 195.
Smith, K. L., Moriarty, S., Kenney, K., dan Barbatsis, G. (2004). Handbook of Visual Communication: Theory, Methods, and Media (Routledge Communication Series) 1st Edition. London: Routledge
Tanudjaja, B. B. (2006). Aplikasi Prinsip Gestalt Pada Media Desain Komunikasi Visual. Nirmana, 7(1).
Won, S., & Westland, S. (2017). Colour meaning and context. Color Research & Application, 42(4), 450-459.
Yan, S., & Ming, F. (2015). Reinterpreting some key concepts in Barthes theory. Journal of Media and Communication Studies, 7(3), 59-66.
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Published
2022-10-19
How to Cite
Varlina, V., Jagat, A. P., & Albani, B. T. (2022). The Nature and Power of Logo: The Development of Aesthetic and Semiotics. ITB Graduate School Conference, 1(1), 596–615. Retrieved from https://gcs.itb.ac.id/proceeding-igsc/index.php/igsc/article/view/52
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