<![CDATA[This study examines the PERSIB logo as a cultural artifact by integrating semiotic analysis with modernist design principles. It aims to identify how the logo’s visual elements function as a sign system and reflect modernist aesthetics. Employing Marcel Danesi’s qualitative semiotic framework, the research analyzes the 2025–2026 logo across three stages: signifier identification, signified interpretation, and cultural signification. The data corpus consists of the official logo and its representation in media, such as jerseys and digital materials. The analysis focuses on key components: the shield shape, dominant blue color, fortress symbol, water waves, geographical elements, and the “PERSIB” typography. Findings indicate that these elements act as signifiers for club identity, Bandung’s geographical context, and values of resilience and loyalty. Structurally, the logo aligns with modernist principles: formalism, "form follows function," and visual simplification ensuring clarity across diverse media. Furthermore, the logo’s consistent application in matches and merchandise stabilizes symbolic meanings within the supporter community. This study suggests that football logos are more than graphic identities they are elements of visual culture bridging design, symbolism, and social context. However, the scope is limited to interpretive visual analysis and excludes empirical audience perception data. This research highlights the importance of design structure in shaping cultural resonance within modern sports branding.]]>
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