Document Type : Original Article
Authors
1
PhD Student of Art Research, Science and Research Branch, Islami Azad University, Tehran, Iran.
2
Associate Professor, Faculty of Literature and Humanities, Shahid Beheshti University, Tehran, Iran.
3
Professor, Faculty of Art, Tarbiat Modares University, Tehran, Iran.
10.22034/scart.2025.143149.1695
Abstract
In the paratextual relations of a brand, logos are considered important and influential graphic paratexts, because they play a distinctive and suggestive role. The visual expression of the Iran Air logo, as a visual element that denotes specific cultural symbols, has an important place in decoding native elements with a paratextual function. In this study, in addition to explaining the components of reading the Iran Air logo, a practical and applied approach is presented for analyzing graphic texts in general and logos in particular. The aim of the study is to read the Iran Air logo in order to discover its semantic implications, which is possible through the study of its paratextual relations. The question is, what components in reading the Iran Air logo have made it a lasting paratext for this brand? The data analysis method is qualitative and is based on Genette's paratextuality theory. In order to read the body of studies, this article proposes a four-stage process, which, after explaining each stage, is implemented in the case of the Iran Air logo. The results indicate that the visual components, mental permanence, coordination of the paratext with the text, cultural identity, stylization, color harmony, visual balance, distinction, expressiveness, clarity, and dynamism have improved the visual quality of this logo, and the use of the lion symbol, as one of the greatest symbols of power and authority of ancient Iran, in the design of the Iran Air logo has resulted in the permanence and richness of the content of this paratext, giving it a lifespan of more than half a century. This logo has acted very powerfully as a threshold paratext and has become a lasting paratext for Iran Air by providing identity and representing symbolic elements.
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