Graphic Logo Design as Instrument of University Image Management

For citation: Lektorova Y.Yu. (2017) Graficheskiy dizayn logotipa kak instrument upravleniya imidzhem vuza [Graphic Logo Design as Instrument of University Image Management]. Mediaskop 2. (in Russian). Available at: http://www.mediascope.ru/2324

© Yulia Yu. Lektorova
PhD in Political Science, Associate Professor at the Chair of Foreign Languages and Public Relations at the Faculty of Humanities, Perm National Research Polytechnic University (Perm, Russia), Lektorova2015@yandex.ru

Abstract

Public relations in a higher educational institution is one of the mechanisms to increase the competitiveness of Russian universities among the world's leading research and educational centers. In the system of visual communication dominants, identifying each educational unit, the logo of the university, by right, occupies an important place. Graphic design of the logo of higher education as a certain composition, combining form, color and font, creates a visual metaphor for the educational brand and is an instrument for managing its image.

The research presents the results of sociological monitoring of measurements of public expectations and preferences regarding the color palette and symbolic associations of the logo of higher education on the material of the city of Perm and the Perm region. The cumulative sample of respondents was 1,192 representatives of different target groups: residents of the region, university staff and applicants from the Perm National Research Polytechnic University. To justify the sample, a quota selection was used (sampling with pre-set values: target audiences of the institution). Among the sample types, one-time, one-stage (quota selection from the general aggregate) and heterogeneous (gender, socio-demographic, territorial criteria) were applied. The questionnaire survey was chosen by the research method.

On the basis of the data obtained, the article evaluates the current logo of Perm National Research Polytechnic University  and proposed sketches of logos from the position of three target audiences − residents of the region, university staff and school graduates. In modern conditions, the practice of strategic planning of the communication policy of the university is regarded as an integral component of successful development in the educational space.

Keywords: public relations, visual communication, high school, graphic design, logo.

Notes

Artemiy Lebedev predlozhil novyy logotip Permi [Artemy Lebedev Offered New Logo].2009, August 11. Available at:  http://www.perm.aif.ru/gorod/infrastructure/587070 (aссessed: 31.01.2016).

Grazhdanskiy kodeks Rossiyskoy Federatsii (chast' chetvertaya) ot 18.12.2006 N 230-FZ (red. ot 03.07.2016, s izm. ot 13.12.2016) (s izm. i dop., vstup. v silu s 01.01.2017), st. 1477 [The Civil Code of the Russian Federation (Part 4) from 18.12.2006 №230-Federal Law (edition dated 03.07.2016, as amended on 13.12.2016) (as amended and supplemented on 01.01.2017), article 1477]. Available at: http://www.consultant.ru/document/cons_doc_LAW_64629/9489e6b560df698055655d14f93f770f826b9b8b/ (aссessed: 31.01.2016).

Labirint [Labyrinth]. In: Novyy akropol'. Filosofskaya shkola [New Acropolis. Philosophical School]. Available at:  http://www.newacropol.ru/Alexandria/symbols/labirint/ (aссessed: 31.01.2016).

LogotipKa. Sayt – pomoshchnik dlya sozdaniya logotipa, sayta, otkrytok [LogotipKa. Website Aimed at Help in Creation of Logo, Website, Cards]. Available at: http://logotipka.ru/etoi/znsimvsnak/simbols-d.html (aссessed: 31.01.2016).

O sisteme dizayna i podkhodakh k ego opredeleniyu [On Design System and Approaches to Its Definition]. 2012, March 8. Available at:  http://firstili.ru/articles/other/design-opredelenie/ (aссessed: 31.01.2016).

Shrifty, terminy i opredeleniya [Fonts, Terms and Definitions]. Available at: http://www.fonts-online.ru/articles/terminy-opredelenija (aссessed: 31.01.2016).

Simvolika tsveta. Simvolizm [Color Symbolics. Symbolism]. Available at:  http://www.symbolizm.ru/index.php/simvolizm-tsveta/237-colorsymbolizm (aссessed: 31.01.2016).

Ranking web of universities. Available at:   http://www.webometrics.info/en/Europe/Russian%20Federation (aссessed: 31.01.2016).

Rod'kin P. Vizual'naya kommunikatsiya – eto? [Visual Communication Is?]. 2010, May 21. Available at:  http://www.prdesign.ru/text/2010/visualcommunications.html (aссessed: 31.01.2016).

Ukaz Prezidenta RF ot 7 maya 2012 g. № 599 «O merakh po realizatsii gosudarstvennoy politiki v oblasti obrazovaniya» [Presidential Order No. 599 dated May 7, 2012 "On Measures of Implementing State Policy in Education"]. Available at: http://base.garant.ru/70170946/ (aссessed: 31.01.2016).

Zelenyy Politekh. Eko-programma Permskogo Politekha [Green Polytech. Eco Program of Perm Polytech]. Available at:  https://green-pnrpu.nethouse.ru/ (aссessed: 31.01.2016).

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