Brand “NIKE”, its signs and arguments: a study of applied semiotic
DOI:
https://doi.org/10.5007/2175-8042.2016v28n47p14Abstract
This study elected as its research object the logo of the call sporting products company Nike; as regards to the Greek goodness Nice: diva of the victory. Based on Peirce's semiotics, our aim to identify and understand the perceptive and historical foundations responsible for sustaining the said logo as a sign capable of representing the company in their business purposes. We aim to demonstrate that the selection of logo for the company's founders follows a line of argument focused on building of semiotic links - perceptive and historical - between the brand, its products and the behavior of their consumers. The logo implies a dedicated language for the possibility of a communicative link between the product and the subjectivity of its consumer; so that the first former becomes logically part of thoughts and behaviors of the second.
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