Elements of semiotics in the graphic analysis of visual identities

the Piraquê brand developed by Lygia Pape

Abstract

Around the 1970s, Lygia Pape developed a revitalization of Piraquê's visual identity, which included a new brand. The structure of the representation has aroused the curiosity of the public, once its meaning, apart from the logo, is not shown clearly. In order to understand the creation, this exploratory study undertook a graphic analysis of the drawing, with the help of elements of semiotics. For this purpose, a consideration of the artist's path in the field of Design and of the disciplinary concepts necessary for analysis were considered. The analysis emphasized the rationalist character of the sign, probable references used by her in its conception and a possible explanation for its hidden meaning. This consideration is part of a larger study that seeks to expand Pape's visibility as a graphic designer and to understand the artist's work in its entirety.