DECIPHERING THE UFT: uma leitura semiótica da Universidade Federal do Tocantins

• Autor(a) principal: Martins, Moisés de Lemos
• Data de Publicação: 2019
• Outros Autores: Ribeiro, Bianca Zanella
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Observatório
• Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/6591
• topic: organizational communication; visual identity; image; brand; university; Identidade Visual; comunicación organizacional; identidad visual; imagen; marca; universidad; Identidade Visual; comunicação organizacional; identidade visual; imagem; marca; universidade; Identidade Visual; communication organisationnelle; identité visuelle; image; marque; université; Identidade Visual

When it was 11 years old, the Federal University of Tocantins adopted a new brand and included a coat of arms in its symbolism, the fourth significant change of visual identity throughout its history. Five years later, this article recapitulates this evolution through an analytic-descriptive semiotic approach and seeks to unveil, with a critical view of institutional discourse and in the light of design and image fundamentals, possible interpretations beyond the official meanings of symbolic representations. From this reading it is concluded that the mutations of UFT's visual identity are justified in the consolidation process of the University, they dialogue with its trajectory and can be interpreted as a synthesis of its institutional identity.