المجلة العلمية للتربية البدنية و الرياضية
Volume 25, Numéro 1, Pages 418-429
2026-01-31
Visual Identity In African Sports Communication: A Semiotic Analysis Of The Caf Logo
Authors : Cheurfa Asma .
Abstract
This article investigates the visual identity of African sports communication through a semiotic analysis of the Confederation of African Football (CAF) logo. Drawing on Barthes’ triadic model of denotation, connotation, and myth, the study examines how key visual elements—including the African map, geometric radiations, and a symbolic color palette—construct narratives of unity, pride, and modernity. The logo is interpreted not only as a branding device but also as a communicative artifact that embodies postcolonial identity, pan-African solidarity, and institutional legitimacy. By integrating perspectives from semiotics, organizational branding, and sports communication, the research underscores the role of visual identity in shaping cultural meaning and offers a framework for understanding how African sports institutions position themselves within global contexts.
Keywords
Visual identity ; Semiotics ; Sports communication ; African football ; CAF logo.
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