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Analysis of institutional authors

Llorente-Barroso, CarmenCorresponding AuthorKolotouchkina, OlgaAuthor

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February 22, 2025
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The meaning of the logo from its semiotic construction and its reliance on new formats of digital communication: The case of Apple

Publicated to:Revista Latina De Comunicacion Social. 79 333-356 - 2021-01-01 79(), DOI: 10.4185/rlcs-2021-1529

Authors: Llorente-Barroso, Carmen; Kolotouchkina, Olga; Garcia-Garcia, Francisco

Affiliations

Asociac Cient Icono 14, Madrid, Spain - Author
Univ Complutense Madrid, Dept Appl Commun Sci, Madrid, Spain - Author
Univ Complutense Madrid, Dept Theories & Anal Commun, Madrid, Spain - Author

Abstract

Introduction: The importance of logos has underpinned the existence of corporate semiotics as a general code to which weakly codified local semiotics respond, due to the high symbolic load of these visual signs. Methodology: This research aims to delve deeper into the semiotic construction of logos and to analyze their process of signification supported by new forms of communication. To this end, an interpretative analysis is proposed based on a categorical model linked to recognized previous theories, which is applied to the case of Apple as an example of a benchmark brand at an international level. Results: The results suggest that online brand communities (whether they are owned or earned media) provide these signs with meaning and make logos become cultural icons; to a large extent, thanks to the collaboration of the consumers themselves. Conclusions and discussion: Corporate logos present a simple structure if we only look at the expression, but relationally they show a high degree of complexity. It is precisely these relationships that give signs a significance that is constantly evolving, and which currently finds the best support in online communities of brand followers. Furthermore, these conclusions allow us to identify new avenues for research into corporate semiotics and the processes of semiosis involved, either by implementing methodological techniques that enable us to complete this exploratory research or by addressing new challenges in the management of brand communication.

Keywords

ApplBrandBrand logoCommunitiesConsumer engagementCorporate visual identityCreativityDesignDigital environmentsEwoIdentityLogoOnlinePeopleSemioticsSignSocial media

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Revista Latina De Comunicacion Social due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2021, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Communication.

Independientemente del impacto esperado determinado por el canal de difusión, es importante destacar el impacto real observado de la propia aportación.

Según las diferentes agencias de indexación, el número de citas acumuladas por esta publicación hasta la fecha 2025-07-25:

  • Open Alex: 4

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-07-25:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 49 (PlumX).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (LLORENTE BARROSO, MARIA DEL CARMEN) .

the author responsible for correspondence tasks has been LLORENTE BARROSO, MARIA DEL CARMEN.