Original title: Semiologická analýza loga spoločnosti Starbucks
Translated title: Corporate Logo of Starbucks and its Semiological Analysis
Authors: Gundová, Karolína ; Kladný, Tomáš (advisor) ; Řehořová, Irena (referee)
Document type: Master’s theses
Year: 2016
Language: cze
Abstract: [cze] [eng]
Diplomová práca sa zameriava na semiologickú analýzu loga značky. Logo je vizuálnou identitou spoločnosti. Vizuálna identita je súčasťou firemnej identity. Logo je spojením grafického umenia a marketingových stratégii. Práca sa opiera o teórie semiotiky a zároveň popisuje základné prvky marketingu a ich uchopenie semiotikou marketingu. V rámci praktickej časti je analyzované logo pomocou denotácie a konotácie. Skúmanou značkou je americká sieť kaviarní Starbucks, ktorá je jednou z najúspešnejších kaviarenských spoločností na svete. Logo tejto značky prešlo dlhým vývojom a je mimoriadne úspešné. This thesis focus on semiological analysis of selected corporate logo. Logo is visual identity of brand. Visual identity is a part of corporate identity. Logo is a conjunction of graphic design and marketing strategies. This thesis is based on semiotics theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation and connotation. Researched brand is US coffee chain Starbucks, which is one of the most successful coffee companies worldwide. Their corporate logo went through a long development and its strikingly successful.
Keywords: conotation; corporate identity; denotation; graphic design; logo; marketing semiotics; myth; semiology; visual identity; denotácia; firemná identita; grafický dizajn; konotácia; logo; mýtus; semiologia; semiotika marketingu; vizuálna identita

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/83922

Permalink: http://www.nusl.cz/ntk/nusl-353650


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Master’s theses