Semiotics and Cognitive Dimensions in the Design of Corporate Visual Identity for Chemical Enterprises

Abstract

This research explores the semiotic and cognitive dimensions underlying the design of corporate visual identity for chemical companies. Specifically, the study focuses on analyzing and systematizing the visual features of logos from leading global chemical enterprises to inform the development of a comprehensive design project for a chemical company's corporate identity. The research adopts a multidisciplinary approach, utilizing methods of visual and analytical analysis alongside a case study of 12 chemical companies' logos.

The findings reveal common artistic and compositional strategies used in the visual identities of chemical enterprises. These logos predominantly feature geometric shapes such as circles, ellipses, squares, and crosses, and often incorporate stylized representations of laboratory equipment or natural elements to signify industry affiliation or environmental values. The use of color, particularly green, serves as a signifier of ecological responsibility.

This study's systematic categorization of logo elements demonstrates how visual identity serves as a tool for brand representation and communication of core values. The research results in the creation of a corporate identity concept for SK CHEM (Ukraine), including a logo, pattern, corporate colors, and a range of branded materials, such as business cards, product packaging, and corporate clothes.