The logotypes of football clubs as expressions of collective identities: a socio-semiotic approach

Abstract

This paper focuses on 119 logotypes that are depicted on European football club kits. The football clubs were selected based on their participation in the first two rounds of the UEFA Champions League competitions and in specific in its first two rounds covering a period of time from 1993 to 2010. Our research interest focuses on the significance of ideological loading in terms of the codes occurring in team logos as symbols of collective identities. Our view was, firstly, that logotypes have absorbed and internalized values and stereotypes from the wider social sphere (paradigmatic axis) and, secondly, that there is a common structuring of logos in terms of codes (syntagmatic axis). Our research is based on socio-semiotic methodology, which is not confined to a formalistic approach of texts, but scrutinizes them as an integral part of a material, socio-economic and political context. The analysis led to a series of important data referring to the structuring of team logos as well as to how these logos are related.

Notes

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