A Semiotic Analysis of Coffee Shop Logo in South Surabaya Area

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Qudrotun Nada, Nabillah (2022) A Semiotic Analysis of Coffee Shop Logo in South Surabaya Area. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Nabillah Qudrotun Nada_A93218120.rar
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Abstract

This research analyzes signs on five coffee shop logos in the South Surabaya area. There are two problems to be investigated in this research. First, what signs are used on the five coffee shops in the South Surabaya area? Second, what are the meaning of the five coffee shops in the South Surabaya area?
This research used a descriptive qualitative design to analyze the five coffee shop logos in the South Surabaya area. The data were collected by finding the coffee shop logos and interviewing several coffee shop employees and the owner. The data were analyzed by classifying and analyzing the sign of five coffee shop logos, including icons, symbols, and indexes based on Peirce's (1931) theory. Moreover, the researcher described the meaning behind the five coffee shop logos. The meaning of the five coffee shop logos was revealed by checking the interview results of employees and owners.
This research shows that each logo contains its representamen, interpretant, and object (icon, symbol, and index). The researcher found 8 icons, 6 symbols, and 5 indexes with 19 representations, 19 interpretations, and 5 objects of five coffee shop logos: Oak Tree, 3 PM, NES Coffee, Parikesit, and Qube. Furthermore, many points of view related to the meaning of the five coffee shop logos are based on the employees and the owner. It concludes that many representations and interpretations depend on different viewpoints. The meaning of the five coffee shop logos was revealed to be different before knowing the original meaning of the logo.