THE PROBLEM OF COMMUNICATION OF THE SIGN AND THE SYMBOL IN THE DESIGN OF THE BRAND IN SOCIETY (ANALYTICAL STUDY)

Document Type : Original Article

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Faculty of Architecture & Design, Middle East University, Jordan

Abstract

The sign contains two ideas, one of which is the representative and the other idea of what is represented. The problem of research has been determined in the study of these problems, which has taken place today, world, and in light of the huge number of industrial and commercial products in all their forms and origins. The sign has gained an effective role in distinguishing between these products, and it is mandatory upon these companies and institutions to protect their brand and educate the consumer about the differences between the original and the copy. In addition, because this process has become the language of manipulation of words, letters or colours. The reasons for the study are change in form or label- Change in some characters of the sign while retaining the shape of the original sign. Search results are Most imitation operations focus on the visual aspect where the imitator imitates the sign based on the same structure and construction in terms of shapes, colours and internal symbols with the original sign. The imitator changes the characters, arranges them, or adds letters to the imitation tag so as not to change the pronunciation of the original tag.

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