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روایت کهن‌الگویی نقوش در نشان برندهای خطوط‌هوایی | ||
| جلوه هنر | ||
| دوره 17، شماره 1 - شماره پیاپی 46، خرداد 1404 | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/jjh.2025.48123.2224 | ||
| نویسندگان | ||
| مریم تاجیک1؛ زهرا مسعودی امین* 2 | ||
| 1کارشناسی ارشد ارتباط تصویری، دانشکدۀ هنر، دانشگاه الزهرا، تهران، ایران | ||
| 2استادیار گروه ارتباط تصویری، دانشکدۀ هنر، دانشگاه الزهرا، تهران، ایران، نویسنده مسئول | ||
| چکیده | ||
| طراحی نشان، یکی از مهم‌ترین عناصر شناسایی و هویت‌بخشی در برندهای هواپیمایی‌ها است که علاوه بر برندسازی، رعایت مسائل زیبایی‌شناختی و جزئیات، اطلاعات‌تصویری مهمی از داستان برند را روایت می‌کند. طراحان‌گرافیک با استفاده از نقوش، اطلاعات‌تصویری را در قالب طراحی نشان و هویت‌بصری نمایان می‌کنند. پژوهش حاضر با مداقه درکهن‌الگوهای نقوش و تصاویر مورد استفاده در نشانهای طراحی‌شده در برندهای خطوط‌هوایی در دنیا، به تجزیه و تحلیل یافته‌های تحقیق در چند نمونه از نشانه‌های خطوط‌هوایی با هدف یافتن روایت‌های کهن‌الگویی نقوش در طراحی‌گرافیک نشان در برندهای خطوط‌هوایی در دنیا و در پاسخ به این سوالات انجام شد که تحلیل روایت‌شناسانة کهن‌الگوی نقوش موجود در نشانهای برندهای خطوط‌هوایی چیست و این که این برندها، در نشانهای خود از چه کهن‌الگوهایی استفاده کرده‌اند؟ روش کار با استفاده از روش توصیفی-تحلیلی در تطبیق نمونههایی از نشانهای خطوط‌هوایی در دنیا، با استناد به منابع کتابخانه‌ای و اسنادی انجام شده است. در نتایج مشخص‌شد که نشانهای برندهای خطوط‌هوایی از روایت‌های «اساطیری»، «سمبولیک»، «بومی» و «فرهنگی» و «پرواز»، بهره برده‌اند. همچنین در اکثر این نشان‌ها، عناصر تصویری‌تاریخی، با هدف بیان «قدمت» و همچنین نقش «پرنده»، با هدف بیان مفهوم «سرعت» و «آرزوی پرواز» مورد استفاده بودهاند و بیشتر این نشان‌ها، از رنگ «آبی‌تیره» که تاکید بر رنگ‌آسمان و رنگ «قرمز‌درخشان» با تاکید بر «قدرت»، برای هویت‌بصری‌رنگی خود بهره برده‌اند. بر اساس نظریه مارک و پیرسون مبتنی بر معرفی کهن‌الگوها در برندها، مضامین کهن‌الگوهای برندهای خطوط‌هوایی شناخته‌شده در دنیا از قرار: نگهدارنده، قهرمان، جادوگر، فرمانروا، عاشق، معصوم و دانا شناخته شدند و کهن‌الگوهای پرتکرار نیز «نگهدارنده»، «قهرمان» و «معصوم» بودند. | ||
| کلیدواژهها | ||
| کلیدواژهها: اسطوره؛ برند؛ خط‌هوایی؛ روایتگری؛ کهن‌الگو؛ نشان | ||
| موضوعات | ||
| هنرهای تجسمی و کاربردی | ||
| عنوان مقاله [English] | ||
| Narrative of archetypal patterns in airline brand emblems | ||
| نویسندگان [English] | ||
| Maryam Tajik1؛ Zahra Masoudi Amin2 | ||
| 1MA of Visual Communication, Faculty of Art, Alzahra University, Tehran, Iran. | ||
| 2Assistant Professor, Department of Graphic Design, Alzahra University, Tehran, Iran, Corresponding Author. | ||
| چکیده [English] | ||
| 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. | ||
| کلیدواژهها [English] | ||
| Keywords: Airlines, Archetype, Brand, Logo, Myth, Mythology, Narrative, Sign | ||
| مراجع | ||
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URLs
Url1:https://air-india-logo/ 25/03/ 1403
Url2:https://japan-airlines-logo/22/01/ 1402
12/05/1403
Url5:https://community.infiniteflight.com/t/bird-liveries-and-logos-1-japan-airlines-tsurumaru/454552 12/04/ 1403
Url6:https://www.culturefrontier.com/horus-god/ 12/04/ 1403
Url7:https://iranair.it/en/iran-air-profile/iran-air-tours/ 15/02/ 1402
Url10:https://logos-world.net/air-new-zealand-logo/ 12/04/ 1403
Url12:www.metmuseum.org/topic/Horus 12/05/ 1403
Url13:https://myanmar-airways-international-logo/ 12/05/ 1403
Url14:https://www.nathab.com/know-before-you-go/asia-the-pacific/sri-lanka/wildlife-guide/peafowl/ 12/05/ 1403
Url15:https://www.newindianexpress.com/nation/2023/Sep/10/konark-to-nalanda-indias-architectural-heritage-takes-centre-stage-at-g20-summit-2613510.html 12/05/ 1402
11/12/ 1402/
Url17:https://www.puertoescondidoairport.com/airlines/aeromexico-airlines/ /03/140305
Url18: https://rotbehonline.com/12/05/ 1403
Url19: https://Shenzhen-airlines-logo/ 12/05/ 1403
Url21: https://srilankan-airlines-logo/ 12/05/ 1403
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آمار تعداد مشاهده مقاله: 38 |
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