Semiotic Analysis of Symbolism in the Logo of the Evangelical Presbyterian College of Education, Amedzofe (AMECO) in Ghana: Modernity in Institution Branding

Abstract

Purpose: The paper investigated the logo of the Evangelical Presbyterian College of Education, Amedzofe in Ghana.

Methodology: Qualitative approach was adopted and the type was descriptive. Elements of the logo constituted data for the study. Symbolisms of the red, gold, blue and silver colours together with symbolism of the crest, the cross, the sun and the sunrays were studied.

Findings: The study found out that the blue colour was used for the logo block while the rest of the colours were associate colours. Colours of the logo stand for hard work, positive mood, peace and security. The sun symbolized source of light and energy while the twelve sunrays symbolizes completeness and represent the twelve tribes of Israel. The cross is the values of Christian faith and the crest symbolized unity. Logo as an institutional branding, communicated to the outer world that the institution is at the center of the universe where knowledge is disseminated to be transmitted to the younger generation. The college is projected as the root of knowledge for teachers, it is the centre of academic excellence in Ghana and beyond. The study concluded that the message from the logo fosters unity and team work based on the Gospel of Christian faith. Findings of the study is a call for education planners to promulgate policies that would enforce the inclusion of logo of every institution of higher learning into the curriculum of the institution as a course of study.

Unique Contribution to Theory, Policy and Practice: The relevance and uniqueness of the myth and semiotic theories in the study of symbolisms was confirmed by the study. This research informs stakeholders to adhere to the ethical standard and best practices when branding institutions and organizations. The mission and vision of the institution are possible areas for future studies.