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DISSERTATIONS - 2006
Logo marks and their symbolism: a study under a Jungian perspective
Ligia Maria Bonini
Advisor: Liliana Wahba
Key words: marketing, publicity, creativity, logo, Jungian psychology, symbol.
Abstract:The objective of this dissertation is to promote a comprehension of the present symbols in the logos developed by students in the course of publicity and marketing, utilizing the concepts of the theory of Carl Gustav Jung. The majority of works done up to now are in the field of the semiotics. In this study we observed the development of a logo done by a group that used free associations and amplifications to reach their goal. It is concluded that the symbols presented in this process are unconscious and conscious expressions of the group and that they are limited by the lodgers of the mark. The knowledge of the deep psychology proved very helpful in the creative processes for the professionals of publicity and marketing.
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