روایت کهن الگویی نقوش در نشان برند های خطوط هوایی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
طراحی نشان، یکی از مهم ترین عناصر شناسایی و هویت بخشی در برندهای هواپیمایی ها است که علاوه بر برندسازی، رعایت مسائل زیبایی شناختی و جزئیات، اطلاعات تصویری مهمی از داستان برند را روایت می کند. طراحان گرافیک با استفاده از نقوش، اطلاعات تصویری را در قالب طراحی نشان و هویت بصری نمایان می کنند. پژوهش حاضر با مداقه درکهن الگوهای نقوش و تصاویر مورد استفاده در نشان های طراحی شده در برندهای خطوط هوایی در دنیا، به تجزیه و تحلیل یافته های تحقیق در چند نمونه از نشانه های خطوط هوایی با هدف یافتن روایت های کهن الگویی نقوش در طراحی گرافیک نشان در برندهای خطوط هوایی در دنیا و در پاسخ به این سوالات انجام شد که تحلیل روایت شناسانه کهن الگوی نقوش موجود در نشان های برندهای خطوط هوایی چیست و این که این برندها، در نشان های خود از چه کهن الگوهایی استفاده کرده اند؟ روش کار با استفاده از روش توصیفی-تحلیلی در تطبیق نمونه هایی از نشان های خطوط هوایی در دنیا، با استناد به منابع کتابخانه ای و اسنادی انجام شده است. در نتایج مشخص شد که نشان های برند های خطوط هوایی از روایت های «اساطیری»، «سمبولیک»، «بومی» و «فرهنگی» و «پرواز»، بهره برده اند. همچنین در اکثر این نشان ها، عناصر تصویری تاریخی، با هدف بیان «قدمت» و همچنین نقش «پرنده»، با هدف بیان مفهوم «سرعت» و «آرزوی پرواز» مورد استفاده بوده اند و بیشتر این نشان ها، از رنگ «آبی تیره» که تاکید بر رنگ آسمان و رنگ «قرمز درخشان» با تاکید بر «قدرت»، برای هویت بصری رنگی خود بهره برده اند. بر اساس نظریه مارک و پیرسون مبتنی بر معرفی کهن الگوها در برندها، مضامین کهن الگوهای برندهای خطوط هوایی شناخته شده در دنیا از قرار: نگهدارنده، قهرمان، جادوگر، فرمانروا، عاشق، معصوم و دانا شناخته شدند و کهن الگوهای پرتکرار نیز «نگهدارنده»، «قهرمان» و «معصوم» بودند.Narrative of archetypal patterns in airline brand emblems
Logo design is one of the most important elements in graphic design, especially logos that represent the roots and cultural identity of a country and may be related to the history and mythology of a society. Narrative is also an interdisciplinary approach that is used in various cases and deals with the expression of narrative or storytelling and plot structure. Given this, works that fall into the field of logo design can be examined with a narratological approach. For example, the presence of Iranian archetypes and motifs in logos includes features in the realm of narratology that make it possible to use a narratological approach. Many of the visual logos designed in graphic design carry a conceptual load and, by creating a visual connection, try to convey a specific message to the audience, and can be examined and categorized in various fields such as religion, mythology, politics, culture, etc.This article aims to examine and analyze the visual logos of airlines in Iran and the world, from the perspective of recognizing the concept and narrative of motifs in archetypes. Recently, research has been conducted on the narrative of images or narrative theory in motifs, but no research has been conducted in the field of airline branding so far. The following article seeks to answer two questions: What is the narrative analysis of the archetype of motifs in airline brand logos? And what archetypes have airline brands used in their logos? Using Mark and Pearson's theory of branding based on archetypes, this study states that each brand, to be more effective, seeks to introduce itself fully and expressively, and twelve archetypes are mentioned in this regard, which include the keeper archetype, the creator archetype, the everyone archetype, the seeker archetype, the hero archetype, the innocent archetype, the humorist archetype, the lover archetype, the magician archetype, the rebel archetype, the ruler archetype, and the wise archetype. The data were collected in a library manner and the analyses were based on selected texts and examples, including the official logos of the Islamic Republic of Iran Airlines, Aeromexico Airlines, Air India Airlines in India, Cathay Dragon Airlines in Hong Kong, Japan Airlines, Sri Lanka Airlines, Shenzhen Airlines in China, Egypt Airlines, Myanmar Airlines, New Zealand Airlines, and information from some advertising agencies that were the main logo designers.The results of the study show that the design of logos in airlines is mostly done using the direct form and image characteristics of historical motifs of "desire to fly", "mythical", "cultural", "symbolic", and "native". The colors used in most emblems are a combination of the colors found in the country's flag, otherwise, dark blue and bright red, and the approach used is the national and indigenous look of that country. Airline emblems are designed using the distinctive and distinctive shape of a "myth" or a "cultural symbol" inspired by a story about that myth or cultural symbol. The design of some airlines' emblems is inspired by the design and repetition of linear forms of indigenous cultural and folkloric patterns. For example, the Maori art symbol of the koro carving, which represents new life, growth, strength, and peace, and is a reflection of the culture, customs, and beliefs of the indigenous people, has been used in the New Zealand airline emblem, with a simple and rotationally symmetrical composition.According to the analysis of logos in airline brands, it was concluded that these airline brands have used "flight", "mythical", "symbolic", "indigenous", and "cultural" narratives. Also, in most of these logos, historical visual elements have been used with the aim of expressing "ancientness" as well as the role of the "bird" with the aim of expressing the concept of "speed" and "desire to fly". Most of these logos have used the color "dark blue," emphasizing the color of the sky, and the color "bright red," emphasizing "power" for their visual identity. According to Mark and Pearson's theory based on the introduction of archetypes in brands, the themes of the archetypes of airline brands known in the world were: guardian, hero, magician, ruler, lover, innocent and wise, and the most frequent archetypes were "guardian", "hero" and "innocent".The main findings of the research are as follows:A study of the brand of the Islamic Republic of Iran Airlines, with the visual element of the bird Homa, lion or griffin with the concepts of invincible guardian, flight, peace and stability, tranquility, antiquity, speed and the dominant symbolic and mythological narrative theme that inspires and represents the archetype of "guardian" in the design of airline brand logos in the world. The Aeromexico airline brand, with the visual element of the Aztec eagle warrior, with the concepts of movement, flight, aggressive power, competition, antiquity, and the dominant symbolic, mythological, and indigenous narrative theme, inspires the archetype of the "hero." The Air India airline brand, with the visual element of a wheel from the temple of Kornak in India, with the concepts of antiquity, movement, flight, sun god, wheel of life or the law of karma, and the symbolic, mythological, indigenous, and cultural narrative theme, inspires the archetype of the "sorcerer." The CathyDragon airline brand, with the visual element of a dragon, the concepts of movement, flight, symbol of luck, Chinese emperor, prosperity, and rain, and the dominant mythical and cultural narrative theme, inspires the archetype of the "ruler." The Japanese Airlines brand, with its iconic crane and wing elements, is a symbol of movement, flight, permanence, loyalty, prosperity, and peace, and the dominant symbolic and cultural narrative theme inspires the "lover" archetype. Sri Lankan Airlines, with the peacock image element, with the concepts of movement, flight, symbol of love and immortality, cultural diversity and nature, and the dominant symbolic, indigenous, and cultural narrative theme, insinuates the archetype of "innocent". Shenzhen Airlines, with the eagle image element from Chinese culture, with the concepts of movement, flight, master of the skies, belief in the eagle's closeness to God, freedom, and high aspirations, and the symbolic, indigenous, and cultural narrative theme, expresses the archetype of "wise". Egyptian Airlines, with the Horus image element from ancient Egypt, with the concepts of antiquity, movement, flight, god of the sky, and the mythical and indigenous narrative theme, insinuates the archetype of "hero". Myanmar Airlines uses the visual element of Pinsarapa (a composite creature of elephant, tiger, cow, and horse) from ancient Burmese culture, with concepts of movement, flight, antiquity, grandeur, divine attributes, and a dominant mythological narrative theme that inspires the archetype of “the sustainer.” The New Zealand Airlines brand uses the visual element of Kuru from Maori culture with concepts of growth, peace, and a dominant symbolic, indigenous, and cultural narrative theme that inspires the archetype of “the innocent” in airline logo design around the world.
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