การใช้สัญญะในการออกแบบตราสัญลักษณ์ของคณะในจุฬาลงกรณ์มหาวิทยาลัย

Abstract

The research entitled “The use of sign in symbols design of faculties of Chulalongkorn University” aimed to study the signs in 19 logos of Chulalongkorn faculties. Understanding the meaning of signs used in each logo will give a profound understanding to people belong to that organization. The purpose of this research was to investigate the concept and historical background of each logo and analyse all using- signs based on the theoretical framework of Charles Sanders Peirce who categorized sighs into 3 characteristics: icon, index, and symbol. The methodology was qualitative approach, including documentation study and in-depth interview. The results of the research revealed the prominent aspect that most logo used signs to convey connotative meanings to signify each faculty’s academic identity via visual elements such as line, shape, form, color, image, and typography. The signs mostly used in logos were symbol type which the signifier, did not resemble the signified, and were is arbitrary or purely conventional so that the relationship must be learned, for example, a gear in Faculty of Engineer’s logo signifies “Engineering”, a gear in Faculty of Economic’s logo signifies “Industrialization”, a conch in Faculty of Communication’s logo signifies “information dissemination” and so on. A symbol usually has its own story or conveys assigned meaning which is transparent to a certain community, consequently is widely used to represent each faculty’s identity and mission.