THE SEMIOTICS MEANING OF UTS LOGO BASED ON PEIRCE

Abstract

_{The purpose of this research is to learn the meaning of the logo of Sumbawa University of Technology using the theory of triangle meaning Charles Sanders Peirce. The background of this research is that a communication tool in the form of a logo owned by an agency serves to convey a message that contains the characteristics, identity, and image of the company to the public so this research was carried out to find out the meaning of the logo of Sumbawa University of Technology. This research uses descriptive qualitative methods. This research finds that (1) Representation qualisign because the sign absorbed by the sensory bar is the color of the logo, i.e., orange, storm blue, yellow, and red. (2) Object symbol because the mark on the logo is enforced by a commonly applicable rule and in accordance with common agreement, that is, three hexagons represented as a honeyhouse; the orbit trajectory that surrounds the hexagon represents the electron trajectory, with three electrons surrounding the trajectorium. (3) The rheme interpreter: because the signs on that logo can still be developed and predicted, it is possible to have a different interpretation—different. The conclusion of this study is that the logo is a representation of the quality of its design; therefore, the UTS logo and its usage are adapted to the vision of the institution itself. The UTS logo has a modern and futuristic meaning and also symbolizes the local identity of Sumbawa, which is a honeyhouse in the form of a hexagonal. The logo of UTS is also dynamically represented by technological and cultural developments, and the uniqueness of the elements that are present in the logo has a meaning and interpretation that has been agreed upon.}