SEMIOTIC ANALYSIS OF TECHNOLOGY BRAND LOGOS IN THE PERCEPTION OF YOUNG CONSUMERS: APPLE, SAMSUNG, XIAOMI AND HUAWEI EXAMPLES

Abstract

This study aims to examine the perceptions of young individuals regarding the logos of the Apple, Samsung, Xiaomi, and Huawei brands from a semiotic perspective. A mixed-methods approach was employed, incorporating both quantitative and qualitative data collection techniques. Quantitative data were collected through a survey administered to 20 students aged 15 to 18 studying at a private school. On the qualitative side, Ferdinand de Saussure’s semiotic theory was used to analyze the relationship between the signs (signifiers) embedded in the logos and the meanings (signifieds) they evoke in individuals. The survey measured the levels of aesthetics, trust, representation, and associations that high school students attribute to these brand logos, and the resulting data were graphically analyzed via Excel. Findings reveal that young consumers shape their brand preferences not only through technological features but also via the symbolic meanings conveyed by the logos. It was determined that logos serve as critical elements of identity and brand loyalty within visual communication. Accordingly, recommendations are offered regarding the strategic use of visual design components in branding. Based on the data, it was concluded that minimalist and simple designs generate higher perceptions of trust, technological advancement, and clarity among young individuals.