A Semiotic Analysis Of Logo Used By Cafes And Coffee Shops In Padang

Anugrah, Alma Shafira (2026) A Semiotic Analysis Of Logo Used By Cafes And Coffee Shops In Padang. S1 thesis, Universitas Andalas.

	Text (01. Cover & Abstrak) 01. Cover & Abstrak.pdf - Submitted Version Download (312kB)
	Text (02. BAB I) 02. BAB I.pdf - Published Version Download (184kB)
	Text (03. BAB IV) 03. BAB IV.pdf - Published Version Download (143kB)
	Text (04. Daftar Pustaka) 04. Daftar Pustaka.pdf - Published Version Download (146kB)
	Text (05. Skripsi Fulltext) 05. Skripsi Fulltext.pdf - Published Version Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

As the number of cafes and coffee shops in Padang continuous to increase, each business needs a distinctive identity to differentiate itself from competitors. One of the most important elements of brand identity is the logo, which functions as a visual representation of a business through the combination of verbal and non-verbal signs. This research aims to identify the verbal and non-verbal signs used in the logos of cafes and coffee shops in Padang, analyze their signifiers and signifieds based on Saussure's semiotic theory, and interpret their connotative meanings using Barthes' theory of signification. This research employed a descriptive qualitative method. The data consisted of 13 logos of cafes and coffee shops in Padang collected through documentation. The analysis was conducted using the theories proposed by Saussure (1983), Barthes (1968), Chandler (2001), Cobley and Jansz (1999), and Cerrato (2012). The findings reveal a total of 53 signs, consisting of 25 verbal signs and 28 non-verbal signs. The verbal signs include brand names, slogans, and specific information, while the non- verbal signs consist of illustrations and colors. The analysis shows that each sign possesses its own signifier and signified, which together produce connotative meanings representing the identity, concept, specialty, ambience, and branding strategy of each cafe and coffee shop. These findings demonstrate that logos function not only as visual identities but also as meaningful communication tools that convey business values and attract customers.

Actions (login required)

View Item