المجلة الدولية للاتصال الاجتماعي

Visual And Semiotic Corporate Image In The Digital Environment A Semiotic Analytical Study Of The Digital Visual Identity Content Of Algerian Institutions (algérie Télécom, Mobilis, Al Salam Bank)

Auteurs : Benberghout Leila .

Résumé

Abstract: This study explores the features of digital visual identity as a semiotic space where symbolic and strategic dimensions interweave to rearticulate institutional presence. Through a semiotic deconstruction of the identity systems of three Algerian institutions- Algérie Télécom, Mobilis, and Al Salam Bank -the research employs an analytical approach to interrogate the latent significations embedded in signs, colors, and typography. The findings reveal a « hybrid » visual identity that skillfully balances local cultural roots with the imperatives of digital modernity, where national references intersect with a contemporary design language reflecting competitiveness and openness. Furthermore, the analysis uncovers a differentiation in visual discourse, reflecting the distinct communicative visions and strategic positioning of each institution within the digital field. Ultimately, the study emphasizes the centrality of the semiotic approach in understanding the mechanisms of meaning-making and in constructing more coherent communication strategies within a constantly evolving digital context.

Mots clés

Keywords: corporate image, digital visual identity, visual semiotics, corporate communication, visual sign.