Interaction of Verbal and Non-Verbal Elements in the Cultural Code of a Logotype

In a modern competitive market, logotypes have become a principal tool of gaining profit, which manipulates consumer preferences through the dispatch of marketing messages. Numerous research articles in the area of semiotics reveal that for the transmission of these messages, logos employ verbal and non-verbal means of denotation such as sound symbolism, semantics, typography and shapes. The presented study aims to investigate the interconnection between linguistic and graphical elements in a logotype to trace their reciprocal influence and identify the prevalent denotative devices advantageous for communicating brand values and promises. The study applies a multisided approach, which includes a case study providing an empirical analysis of logotypes and a survey validating the data. The results demonstrate that semiotic effects of verbal and non-verbal elements depend on their mutual compatibility and may become reinforced, distorted or eliminated. Consequently, devices with corresponding meaning have improved efficacy and thus are prevalent in the structure of a logotype. These findings are to advance the performance of logotypes regarding financial benefits and contribute to the body of knowledge on semiotic elements. Keywords: semiotics, brand logotype, brand name, verbal signs, non-verbal signs, sound symbolism, typography, colour, brand values.