COMMUNICATING THE IDENTITY OF INTERNATIONAL BASKETBALL TOURNAMENT HOSTS THROUGH COMPETITION LOGOS

Abstract

This study is qualitative research that aims to analyse the communication identity of the international basketball competition host through competition logos which are arranged in foreign countries and Thailand. This research examined a total of 93 logos from international and continental competitions, consists of 82 competitions held abroad and 11 competitions hosted in Thailand to consider based on Veeraphol Chiamwisut's conceptual framework (2017) by gathering information from related documents and participant observation, including researcher’s experience as logo designers for competitions held in Thailand.

The results of the study:

revealed four types of communication through the emblems of competitions held abroad: 1. Communication of geographic identity and natural resources, achieved by incorporating images of maps, mountains, and flowers. 2. Communication of historical and architectural identities by featuring ancient sites or significant locations and communication of legends and beliefs by colours and symbols present on the host country's flag as well. 3. Communication of cultural identity and way of life through patterns and letters that represent the country's identity. Moreover, 4. Communication of some emblems combined geometric shapes with basketball symbols, employing various artistic elements such as lines and shapes along with basketball-related imagery such as basketballs, hoops, boards, trophies, and athletes. This type of communication was mostly found in competitions held in Europe especially in co-hosted competition events. In addition, colours of national flags are able to reflect integrated cultural beliefs in various typeห of communication.

On the other hand, competitions held in Thailand exhibited only three types of communication, with no communication of emphasis on geographic identity and natural resources. And also tended to emphasise the identity of Central Thailand due to the competition’s place located in Bangkok and the boundary area. Therefore, logos were connected to mainstream culture to promote usability of cultural capital to drive the creative economy and enhance soft power. Furthermore, consideration could be given to expanding competitions to other regions in Thailand or incorporating elements of contemporary culture that represent the national identity for more effective communication through competition logos.