The theory of Ethiopian Logos: a semiotics analysis

• Main Author: Mohammed, Jemal
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2020
• Online Access: http://journalarticle.ukm.my/14478/1/26152-122718-1-PB.pdf; http://journalarticle.ukm.my/14478/; http://ejournal.ukm.my/mjc/issue/view/1257

Just like a human face, a logo is the principal image of a given institution. This research explored the types of messages Ethiopian public universities want to construct and mediate by the use of logo as well as the definite pattern the logo usage has followed. Both qualitative and quantitative methodologies were employed. By using semiological content analysis, all the available logos of Ethiopian public universities were analyzed. In order to obtain the main philosophical root of the employments of the logos as tools of communication, various in-depth interviews were conducted with communication and public relations directors/experts of eight universities. Peirce’s model of semiotics was used as a theoretical frame. The finding of the study discloses that the universities are highly engaged in entertaining dual messages, i.e. modernism vs. traditionalism, through their logos. The leaders of the universities are fascinated in constructing and representing their reality in such a way that modernity is highly required while traditional treasures have obtained special attention. The study discovers that the very essence of a logo is highly misunderstood among the leaders of the public universities of Ethiopia. Furthermore, excessive pictures are used within a logo and many of them are undersized while the imitation of signs is very high (up to 98%). In short, the universities have failed to construct a strong and distinct visual identity. The researcher draws the theory of the Ethiopian institutional logo (i.e. circle-ness, imitativeness, stuffing, miniaturization, localized-ness, predictableness and symbolic-fixation) that guides the production of visual signs.