Original title: Sémiologická analýza loga společnosti Starbucks
Translated title: Corporate Logo of Starbucks and its Semiological Analysis
Authors: Gundová, Karolína ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
Document type: Master’s theses
Year: 2015
Language: slo
Abstract: [eng] [cze]
This thesis focus on semiological analysis of selected corporate logo. Logos are part of the corporate identity and they are surrounding us all the time. Our society is overloaded with logos and that is main reason why logo has to be well remembered, easily recognized and connected with the brand. Logo is a conjunction of graphic design and marketing strategies. From the semiological point of view, this thesis is based on Roland Barthes's theories, although incorporating marketing basics and marketing semiotics take on this problem. Within the practical part the logo analyzed using denotation, connotation and myth. 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 logo, semiology, marketing semiotics, graphic design, corporate identity, myth, conotation, denotation Diplomová práca sa zameriava na semiologickú analýzu loga značky. Logá ako súčasť firemnej identity nás neustále obklopujú. Naša spoločnosť je presýtená logami, a preto musí byť logo vytvorené tak, aby bolo dobre zapamätateľné, rozpoznateľné a ľahko pripojiteľné k značke. Logo je spojením grafického umenia a marketingových stratégii. Práca sa zo semiologického hľadiska opiera o teórie Rolanda Bartha a zároveň popisuje základné prvky marketingu a ich uchopenie semiotikou marketingu. V rámci praktickej časti je analyzované logo pomocou denotácie, konotácie a mýtov. 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. kľúčové slová logo, semiológia, semiotika marketingu, grafický dizajn, firemná identita, mýtus, konotácia, denotácia
Keywords: conotation; corporate identity; denotation; graphic design; logo; marketing semiotics; myth; semiology; denotácia; firemná identita; grafický dizajn; konotácia; logo; mýtus; semiológia; semiotika marketingu

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/84217

Permalink: http://www.nusl.cz/ntk/nusl-353952


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