VISUAL LANGUAGE AND CULTURAL IDENTITY: A SEMIOTIC ANALYSIS OF PAKISTANI CLOTHING BRAND LOGOS

Abstract

In the modern era, logos are powerful visual tools that envelop a brand's identity, cultural significance, and consumer appeal. A significant number of studies are available on semiotic analysis; however, limited research exists on the semiotic analysis of Pakistani clothing brand logos. Thereby, the current study aims to explore the semiotic dimensions of Pakistani clothing brand logos by adopting the theoretical lens of Charles Sanders Peirce’s triadic model. For the current study, four Pakistani clothing brands, like Khaadi, Ideas, Bonanza Satrangi, and Zellbury, are selected. The study examines how logos visually communicate the brand's identity and the language of logos. The findings of the study highlighted that color schemes, typography, shapes, and design of logos provide sophistication, elegance, and authenticity to the consumerism of South-Asian markets. It also shows that logos are not merely identifiers but also act as cultural identities that influence consumer perceptions and emotional engagement. The current research holds significance for scholars of visual culture, marketing communication, and cultural studies that offer insights into how brand logos function as a tool of meaning-making in a globalized fashion industry.