Adidas. El logotipo como discurso visual. Definición de un modelo de análisis y estudio de caso

Abstract

The aim of this paper is the definition of a model of analysis of logotypes as discourse. Besides its function as a commercial mark, the logotype condenses the values of the company and constitutes its core of signification. In addition, the discourse of logotypes makes a difference with other companies and in the end logotypes can become part of popular culture. This paper provides the theoretical fundamentals of a model of analysis for the study of logotypes as visual discourses. The theoretical framework of the research is built upon Semiotic Analysis of Discourse, Visual Semiotics and the Psychology of Visual Perception. The proposed model is tested in a case study: the analysis of the Adidas’ logotype.