Sustainable development promotes progress across social, economic, and environmental dimensions, seeking to balance global economic growth and human development while mitigating the negative impacts of excessive resource consumption on ecosystems. Its core objective is to ensure long-term human survival by maintaining a dynamic equilibrium between these factors, making it a central concern in modern corporate strategy.
Corporate logos, as visual symbols of brand identity and values, have become essential tools for conveying sustainability principles. With the intensifying global market competition and corporate transformation, many companies have integrated sustainability concepts into logo design to reflect their commitment to sustainable development. This study aims to explore the theoretical foundations of sustainable development, focusing on three primary frameworks: Environmental, Social, and Governance (ESG), Corporate Social Responsibility (CSR), and the United Nations Sustainable Development Goals (SDGs).
Drawing on semiotic theory, the study analyzes the mechanisms behind symbol formation and communication, investigating how logo design constructs symbolic meaning to convey sustainability principles effectively. The research employs the semantic differential method, visual imagery analysis, logo sample selection, and surveys to assess the perceptual attributes and audience reception of sustainability-themed logos.
The findings categorize sustainable logos into four primary design orientations: peaceful, cyclic, dynamic, and harmonious. Based on these insights, the study provides designers with a systematic framework for logo design strategies, offering guidelines for integrating sustainability principles into branding. By creatively applying symbolic imagery, corporate logos can effectively communicate sustainability, enhancing brand identity and reinforcing corporate social responsibility recognition.

Authors:
Han Chung Wu, Cheng Shiu University, Taiwan
Wu-Shan Chu, Cheng Shiu University, Taiwan
Chin-Wen Chung, Cheng Shiu University, Taiwan
Jhih-Yan Yu, Cheng Shiu University, Taiwan

About the Presenter(s)
Dr. Wu is currently an Associate Professor of Cheng-Shiu University. To make headway in materials development and scientific testing is my favorite interest. Moreover, my current project is absorbed in Cultural Heritage Preservation.

See this presentation on the full schedule – Monday Schedule

Bookmark