The Emblem in the Visual Representation of a University: Classification and Semiotics of Visual Images
https://doi.org/10.15826/umpa.2018.06.054
Abstract
The article studies the main attribute of a university’s visual representation - its emblem. Among a few works devoted to the process of university branding, there is no сошріех analysis of their visual representation functioning. However, the observed growth of branding work in various universities increasingly involves the emblem as their graphic identifier. With the help of quantitative and qualitative methods, the structural and semiotic analysis of the emblems has been carried out on a соmріеіе sample of 917 Russian universities, their structure and range of their visual images being characterized, a typology of semiotic meanings being compiled. Consequently, the semiotic bases of Russian universities’ visual representation have been characterized, its functions in the process of university branding being defined. The research results have a wide practical application as a source of information on the use and purposes of university emblems within the higher education system, both for specialists involved in branding (marketing specialists, sociologists, designers etc.) and for PR departments, media centers, and administrations within a university. Nevertheless, the interpretative nature of the semiotic typology and the non-exclusive character of the classification of visual images allow but to designate the semantic directions of the universities positioning, beyond characterizing certain educational institutions in terms of their models of visual communication. Additional studies are necessary to determine the validity of the classification, as well as to clarify the semiotic bases for the typology given.
About the Author
P. V. Demin
National Research University Higher School of Economics
Russian Federation
Russian Federation
Pavel V. Demin - MSc in Sociology, Graduate Student at Faculty of Social Sciences
20 Myasnitskaya str., Moscow, 101000
References
1. Skol’ko V Rossii slivshikhsya vuzov: protsess sliyaniya vuzov priostanovlen [How many universities have merged in Russia: the merger of universities is suspended]. Indikator. Gumanitarnye nauki. 2016. Available at: https://bit.ly/2GCVTXy (accessed: 03.06.2017). (In Russ.)
2. Rossiiskoe obrazovanie. Federal’nyi portal [Russian education. Federal portal]. Available at: http://www.edu.ru/vuz/federal (accessed: 03.06.2017). (In Russ.)
3. Ofitsial’nyi sait proekta Ministerstva obrazovaniya i nauki RF «Opornye universitety» [The official site of the project of the Ministry of Education and Science of the Russian Federation «Support Universities»]. Available at: http://xn--b1agajcc1abgakngoqbh6l.xn--p1ai/about (accessed: 08.03.2017). (In Russ.)
4. Romanenko K. University Mergers: The Implications for Students. Educational Studies. 2018. Vol.l. PP. 154-173.
5. Stensaker B. The Relationship Between Branding and Organisational Change. Higher Education Management and Policy. 2007. Vol. 19/1. PP.1-17.
6. A vuz i nyne tarn: zachem TGU razrabotal sobstvennyi brend? [The university is still there: why did TSU develop its own brand?]. Available at: http://atas.info/reviews/science/a-vuz-i-nyne-tam/ (accessed: 03.06.2017). (In Russ.)
7. Gerb SPbGU: menyat’ nel’zya ostavit’7 [Coat of arms of St. Petersburg State University: to change or not to change?]. Internet edition of the Journal of St. Petersburg University. Available at: http://journal.spbu.ru/?p=7656 (accessed: 03.06.2017). (In Russ.)
8. Sechenovskii universitet: novyi logotip, novye podkhody [Sechenov University: new logo, new approaches] // Official website of Sechenov University. Available at: http://bit.ly/2rn4bc6 (accessed: 03.06.2017). (In Russ.)
9. Kapferer Zh.-N. Brend navsegda: sozdanie, razvitie, podderzhka tsennosti brenda [Brand forever: the creation, development, support of brand value]. Moscow, Vershina, 2007. 448 p. (In Russ.)
10. Prokhorov A. V. Brending universitetov: rossiiskii opyt [University Branding: Russian Experience]. Higher education in Russia, 2016, vol. 21, no. 3-4 (155-156), pp. 25-30. (In Russ.)
11. Best Global Brands 2016 Rating. Available at: http://interbrand.com/best-brands/best-global-brands/2016/ranking/#?listFormat=ls (accessed: 14.03.2017).
12. Small M. L. How to Conduct a Mixed Methods Study: Recent Trends in a Rapidly Growing Literature. Annual Review of Sociology, 2011, vol. 37, pp. 57-86.
13. Shtompka P. Vizual’naya sotsiologiya. Fotografiya как metod issledovaniya: uchebnik [Visual Sociology. Photography as a research method: tutorial]. Moscow, Logos, 2007. (In Russ.)
14. Dannye svodnykh tablits po forme № VPO-1 za 2016 god [Data of summary tables from the form «VPO-І» for 2016 year] / Ministry of Education and Science of the Russian Federation. Section «Higher Education». Available at: http://tinyurl.com/ydbyctx5 (accessed: 03.11.2017). (In Russ.)
15. Hemsley-Brown J., Goonawardana S. Brand harmonization in the international higher education market. Journal of Business Research, 2007, vol. 60, pp. 942-948.
16. Monitoring effektivnosti vuzov Ministerstva obrazovaniya i nauki Rossiiskoi Federatsii [Monitoring the efficiency of universities by the Ministry of Education and Science of the Russian Federation]. Available at: http://indicators.miccedu.ru/monitoring/ (accessed: 03.11.2017). (In Russ.)
17. Yates R. A., Noyes J. M. Web Site Design, SelfMonitoring Style, and Consumer Preference. Journal of Applied Social Psychology, 2007, vol.37, no. 6, pp. 1341-1362.
18. Demin P. V., Pashkov S. G. University symbols in student’s perception. INTER: Interaction, Interview, Interpretation, 2015, vol.lO, pp. 91-100. (In Russ.)
19. Aaker D. A., lokhimshtailer E. Brend-liderstvo: Novaya kontseptsiya brendinga: transl.from English [Brand Leadership: A New Branding Concept]. Moscow, Grebennikov Publishing House, 2003. (In Russ.)
20. Keller K. L. Strategicheskii brend-menedzhment: Sozdanie, otsenka i upravlenie marochnym kapitałom [Strategic brand management: Creating, evaluating and managing brand equity]. 2nd ed.: trans, from English. Moscow, Williams, 2005, 704 p. (In Russ.)
21. Lukman T., Berger P. Sotsial’noe konstruirovanie real’nosti. Traktat po sotsiologii znaniya [Social construction of reality. Treatise on the sociology of knowledge]. Moscow, Medium, 1995. 334 p. (In Russ.)
22. Mid J. Ot zhesta к simvolu [From gesture to symbol]. American sociological thought: Texts. Moscow, MSU, 1994, pp. 116-121. (In Russ.)
23. Uaitkhed A. N. Simvolizm, ego smysl i vozdeistvie [Symbolism, its meaning and impact]. Tomsk, Vodolei, 1999. 64 p. (In Russ.)
24. Maslova D. Rol’ simvolov v legitimatsii kommunikatsii biznes soobshchestva i gosudarstvennykh struktur V sfere innovatsii: sravnitel’nyi analiz RF i SShA [The Role of Symbols in the Legitimation of Communications of the Business Community and Government Institutions in the Sphere of Innovations: A Comparative Analysis of the Russian Federation and the USA]. Symbols in Communication. Collective monograph. Moscow, Publishing House, 2011, issue 6, pp. 7690. (In Russ.)
25. Yablonskene N. L. Korporativnaya kul’tura sovremennogo universiteta [Corporate culture of a modern university]. University Management: Practice and Analysis, 2006, vol. 2, pp. 7-25. (In Russ.)
26. Adir V., Adir G., Pascua N.-E. How to design a logo. Procedia - Social and Behavioral Sciences, vol. 122, 2014, pp. 140-144.
27. Lebedev N. A. Logotip как vizual’naya metafora [Logo as a visual metaphor]. KSU Bulletin, 2013, vol. 4, pp. 196-198. (In Russ.)
28. Kuprina Yu. P. Dizain logotipa i ego osobennosti [Logo design and its features]. Culture and Worldview, 2014, vol.3(061), pp. 243-248. (In Russ.)
29. Eco U. Theory of Semiotics. Athens: Knowledge, 1988.
30. Steiner L., Sundstrom A., Sammalisto K. An analytical model for university identity and reputation strategy work. Higher Education, 2013, vol. 65, No. 4 (April), pp. 401-415.
31. Lukhmeneva E. P., Kalieva O. M. Osobennosti formirovaniya i prodvizheniya brenda vuza [Features of the formation and promotion of the university brand]. OSU Bulletin, 2012, vol. 13 (149), pp. 228-231. (In Russ.)
32. DiMaggio P. The Structure of Organizational Fields: an Analytical Approach and Policy Implications. Paper prepared for SUNY-Albany Conference on Organizational Theory and Public Policy, April 1 and 2. 1982.
33. Droulers O. Heraldry and brand logotypes: 800 years of color combinations. Journal of Historical Research in Marketing. 2016. Vol. 8 Issue: 4, pp.507-523.
34. Le Goff J. Intellektualy v średnie veka [Intellectuals in the Middle Ages]. Saint Petersburgh, St. Petersburg State University, 2003, 166 p. (In Russ.)
35. Babr / Wikipedia. Available at: http://bit.ly/2iEelpr (accessed: 02.12.2017) (In Russ.)
36. Airey D. Logo and corporate identity. Designer’s Guide. 2nd edit. Saint Petersburg, Piter, 2016, 224 p. (In Russ.)
37. Gilevich E. V. Semioticheskii bazis dlya identifikatsii brenda [Semiotic basis for brand identification]. Knowledge. Understanding. Skill. 2011, vol. 3, pp. 271-275. (In Russ.)
Review
For citations:
Demin P.V. The Emblem in the Visual Representation of a University: Classification and Semiotics of Visual Images. University Management: Practice and Analysis. 2018;22(6):8-23. (In Russ.) https://doi.org/10.15826/umpa.2018.06.054
Views:
889
Email this article 