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Logos or the Resonance of Branding

A Close Reading of the Iconosphere of Warsaw

University of Edinburgh

This article inquires into the specificity of the local impact of global visual language. It focuses on the contemporary visual landscape of Warsaw and discusses the consequences of the palpable presence of the English language on the surface of the city. Through a close reading of brand names in their contexts, two questions are probed: How does the historical and symbolic meaning of place change through the presence and form of these logos? What is the effect of their linguistically foreign idiom on the local language?

Key Words: urban landscape • visual language • visual translation • globalization of language • place specificity • Warsaw

Space and Culture, Vol. 8, No. 4, 349-380 (2005)
DOI: 10.1177/1206331205280181


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