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Visuality, Professionalism, and Branding: A Multimodal Discourse Analysis of Logos of Selected Specialized Institutions in Nigeria

Visuality, Professionalism, and Branding: A Multimodal Discourse Analysis of Logos of Selected Specialized Institutions in Nigeria

Mayowa Owolabi Fawunmi, Ajibola Samuel Ogundare, Tolulope Deborah Iredele
Copyright: © 2023 |Pages: 16
ISBN13: 9781668481226|ISBN10: 1668481227|ISBN13 Softcover: 9781668481264|EISBN13: 9781668481233
DOI: 10.4018/978-1-6684-8122-6.ch016
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MLA

Fawunmi, Mayowa Owolabi, et al. "Visuality, Professionalism, and Branding: A Multimodal Discourse Analysis of Logos of Selected Specialized Institutions in Nigeria." Transformation of Higher Education Through Institutional Online Spaces, edited by Rotimi Taiwo, et al., IGI Global, 2023, pp. 263-278. https://doi.org/10.4018/978-1-6684-8122-6.ch016

APA

Fawunmi, M. O., Ogundare, A. S., & Iredele, T. D. (2023). Visuality, Professionalism, and Branding: A Multimodal Discourse Analysis of Logos of Selected Specialized Institutions in Nigeria. In R. Taiwo, B. Idowu-Faith, & S. Ajiboye (Eds.), Transformation of Higher Education Through Institutional Online Spaces (pp. 263-278). IGI Global. https://doi.org/10.4018/978-1-6684-8122-6.ch016

Chicago

Fawunmi, Mayowa Owolabi, Ajibola Samuel Ogundare, and Tolulope Deborah Iredele. "Visuality, Professionalism, and Branding: A Multimodal Discourse Analysis of Logos of Selected Specialized Institutions in Nigeria." In Transformation of Higher Education Through Institutional Online Spaces, edited by Rotimi Taiwo, Bimbola Idowu-Faith, and Simeon Ajiboye, 263-278. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-8122-6.ch016

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Abstract

This chapter presents a multimodal discourse analysis of logos of selected specialised higher institutions in Nigeria with a view to showcasing their communicative values and semiotic implications to the goals of the educational establishments. The data comprised five (5) purposively selected logos from five specialised higher institutions in Nigeria – Federal University of Agriculture, Abeokuta, Federal University of Technology, Akure, Federal School of Surveying, Oyo, University of Medical Science, Ondo and Nigerian Defence Academy, Kaduna. Data obtained were downloaded from the Internet and analysed using Kress & van Leeuwen's Grammar of Visual Design. The analysis reveals that the producers of each institution's logo creatively constructed the verbal and visual resources to project the establishment goals of the institutions within the context of educational branding in Nigeria. The study concludes that logos of higher institutions serve both educational and corporate branding goals and while the former is explicit, the latter is often implicit.

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