Mikrotoponimy w systemie identyfikacji wizualnej wybranych łódzkich firm medycznych
Microtoponyms in the corporate design of the selected local medical companies from Lodz

Author(s): Marta Ułańska
Subject(s): Language and Literature Studies, Theoretical Linguistics
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: microtoponym;corporate design;graphic sign
Summary/Abstract: The purpose of this research/text is the analysis of the selected items of corporate design on the examples of companies of Lodz. The main problem is the microtoponym-name – its functioning in the system as well as a connection of structural and semantic elements of the business name with the visualization of the company. Gathered material includes some about 100 names of companies specializing in the medical industry. The corporate design is one of the most important components influencing the process of creating the corporate image. The business name, as a linguistic sign, requires the visual setting. There were chosen three elements of the logo for analysis: the shape, the color of the sign and the type of the font with which a microtoponym-name is written. There were also considered two things: outside signs of enterprises and the way the trademark functions on the website. Moreover, the connection of structural and semantic elements with the visual transmission was observed.

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