UNIVERSITY EMBLEM SYMBOL CONSTITUTION AND CONNOTATION ON THE BASE OF IDENTITY CONSTRUCTION -- TAKE 985 UNIVERSITY AS AN EXAMPLE

DS 136: Proceedings of the Asia Design and Innovation Conference (ADIC) 2024

Year: 2024
Editor: Yong Se Kim; Yutaka Nomaguchi; Chun-Hsien Chen; Xiangyang Xin; Linna Hu; Meng Wang
Author: Wang, Liyao; Zhang, Yu; Zhang, Xiangyu
Series: Other endorsed
Institution: Harbin Institute of Technology
Page(s): 160-168

Abstract

The emblems of universities, as symbols of their identity, incorporate the unique characteristics and development goals of each institution. Based on Identity Construction Theory, this paper uses Saussure's two-axis analysis method to examine the symbolic composition of the emblems of 39 domestic 985 universities at the levels of personal, social, role, linguistic, and interactive identities, while exploring their underlying design thinking and connotations. According to these five levels, the design form is divided into five categories: history and culture, geographical indications, education features, school mottos, and dynamic development. It is concluded that the symbols in the university emblem have multi-dimensional connotations and promote the identity construction of universities to varying degrees. This study aims to provide new ideas from a design perspective for the identity construction of universities and offers new perspectives on image shaping and identity recognizing.

Keywords: University Emblems, Identity Construction, Symbolic Composition, Design Thinking

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