تحلیل نشانه‌شناسی لوگوی دو باشگاه پرطرفدار فوتبال ایران

نوع مقاله : مقاله پژوهشی

نویسندگان
رامتین بهشتی 1
فرهاد ابراهیمی 2
زهراسادات میرزازاده 2
محمد کشتی دار 3
1 گروه مدیریت ورزشی ، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، ایران
2 گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه فردوسی مشهد، ایران
3 گروه مدیریت ورزشی دانشکده علوم ورزشی دانشگاه فردوسی مشهد، ایران
10.22034/ntsmj.2025.2038019.1095
چکیده
مقدمه:
هدف از این پژوهش کشف نشانه‌های موجود در لوگو دو باشگاه قدیمی و پرطرف‌دار فوتبال کشور؛ یعنی پرسپولیس و استقلال است تا مشخص کند آیا لوگوهای این دو باشگاه از مطلوبیت کافی برخوردار هستند یا خیر؟
روش پژوهش:
پژوهش حاضر به لحاظ هدف کاربردی است و به لحاظ ماهیت تحلیلی - توصیفی است. این پژوهش، باتکیه‌بر روش نشانه‌شناسی رولان بارت در صدد کشف نشانه‌های موجود در لوگو باشگاه‌ها فوتبال کشور بود. نمونه‌گیری در این تحقیق به‌صورت هدفمند بود. در این پژوهش سعی شد به فراخور موضوع تحقیق و باتوجه‌به محبوبیت، افتخارات، تعداد هواداران، کیفیت تیمی و سوابقی که دو باشگاه استقلال و پرسپولیس دارند، لگو این دوباشگاه از میان سایر لوگوهای باشگاه‌های فوتبال کشور به‌عنوان نمونه‌های تحقیق در نظر گرفته شدند و عناصر و رمزگان‌های نشانه‌ای آن‌ها مورد شناسایی و بررسی قرار گرفت.
یافته ها:
برسی لوگو باشگاه‌های استقلال و پرسپولیس نشان داد که ترکیب بصری آن‌ها به‌طور مؤثر هر دو عنصر کلامی و گرافیکی را به شیوه منسجم تلفیق می‌کند.. علاوه بر این، تلفیق تنوع و ظرفیت انتقال معنا از طریق رنگ در این دو لوگو از جمله فرصت‌هایی است که در طراحی آرم به آن توجه شده است. همچنین یافته‌های این پژوهش نشان داد که که لوگوهای مورد تحلیل در انتقال دلالت‌های ضمنی و ایجاد ارتباطی چند وجهی با مخاطبان خود با چالش هایی رو به رو هستند‌ و به همین علت نمی‌توانند ارتباط مطلوب و مفیدی را مخاطبان خود برقرار سازند اگر چه لوگوی باشگاه استقلال به طور نسبی تا حدودی موفق‌تر بوده است ، اما هر دو لوگو می‌توانستند از پتانسیل بیشتری برای ایجاد یک ارتباط عمیق‌تر و ماندگارتر با مخاطبین خود بهره‌مند شوند.
بحث و نتیجه گیری:
بر‌اساس یافته‌های حاصل از این پژوهش به سایر مدیران باشگاه‌های فوتبال پیشنهاد می‌گردد باتوجه‌به اهمیت و کارکرد لوگو، طرح‌های لوگوهای خود را مجدد از نظر اصول علم ارتباطات، علم نشانه‌شناسی و شاخص‌هایی که در این مقاله به آن اشاره شده است مورد بررسی و بازنگری قرار داده و در صورت لزوم تغییراتی را بر روی لوگوهای باشگاه خود اعمال نمایند تا بتواند از حداکثر کارایی آن‌ها استفاده نمایند.
کلیدواژه‌ها
استقلال و پرسپولیس
باشگاه‌های فوتبال
رولان بارت
لوگو
نشانه‌شناسی

عنوان مقاله English

Semiotic analysis of the logos of two popular Iranian football clubs

نویسندگان English

Ramtin Beheshti 1
Farhad Ebrahimi 2
Zahra Mirzazadeh 2
Mohammad keshtidar 3
1 Department of Sports Management , Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
2 Department of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
3 Department of Sports Management , Faculty of Sport Sciences, Ferdowsi University of Mashhad, Iran
چکیده English

Extended Abstract
Introduction
Maintaining audience loyalty and attracting new supporters through visual tools such as logos is of paramount importance. In sports, logos symbolize a team or organization's history, culture, and values, playing a crucial role in establishing collective identity, fostering motivation, and even driving economic participation. These characteristics highlight the significant impact of effective logo design on solidifying a sports team's or related organization's position in the minds of its audience and target market. Generally, as part of a branding strategy, the logo serves as a key tool for expressing organizational identity and values, and for establishing effective communication with customers, fans, or target audiences. Beyond aesthetic considerations, the design and selection of an appropriate logo must convey the organization's desired messages and values simply and understandably, simultaneously evoking positive emotions and building trust. Given the increasing importance of logo usage across various industries, this paper explores the multifaceted dimensions of logo design, its impact on customer perception and branding, and methodologies grounded in scientific theories such as semiotics for optimizing its design.
Methods
This research employs a qualitative, applied research methodology with an analytical-descriptive nature, utilizing Roland Barthes's semiotic approach. The sampling method was purposive, selecting the logos of Esteghlal and Persepolis football clubs due to their popularity, achievements, and extensive fan bases. Data analysis is based on Barthes's dual-coding model, categorizing linguistic signs (shape, color, and cultural identities) and non-linguistic signs (font). Data collection involved a literature review, with the latest versions of the logos obtained from the clubs' official websites. Research validity was ensured through confirmability, credibility, and researcher self-reflection; the findings were also validated by semiotics experts.
Results
This research reveals that, from a semiotic perspective, the logos of Esteghlal and Persepolis football clubs represent distinct identities and values. Esteghlal's logo, with its abstract design incorporating intertwined rings and the boteh jegheh motif, displays a blend of tradition and modernity. Its visual and color elements include blue (symbolizing tranquility and trust), white (symbolizing purity), and gold (symbolizing achievements). Conversely, Persepolis's logo, utilizing the ankh symbol and inspired by Persepolis (the ancient city), emphasizes Iranian and historical identity. The colors red (symbolizing excitement and power), white (symbolizing vitality), black (symbolizing resilience), and gold (symbolizing the value of achievements) are employed. The semiotic analysis demonstrates that both logos successfully convey their organizational identity and values through visual and textual elements..
Conclusion
Logos, beyond their primary role in differentiation, function as visual and multimedia texts, communicating with audiences and contributing to meaning-making through signs. This research analyzed the logos of Persepolis and Esteghlal football clubs through a semiotic lens. The findings revealed that both logos utilize a hybrid design approach; however, Esteghlal's logo, due to its richer implicit and multifaceted meanings, exerts a more profound impact on the audience. Furthermore, the use of circular shapes and cultural symbols in Persepolis's logo points to national values, a component less prominent in Esteghlal's logo. Colors, as key design elements, convey significant emotional and evocative messages. It is recommended that future design iterations incorporate innovation in typography and simplification of graphic elements to enhance impact. Revising the logo designs based on semiotic principles and color psychology can strengthen brand identity and improve audience engagement.

کلیدواژه‌ها English

Esteghlal and Persepolis
Football clubs
Logo
Roland Barthes
Semiotics

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رویکردهایی نوین در مدیریت ورزشی
دوره 13، شماره 48
بهار
بهار 1404
صفحه 163-194