I. Vashunina
LOGO OF HIGHER EDUCATIONAL INSTITUTION AS A CREOLIZED TEXT. PART II
The article presents the results of a study of logos of higher educational institutions. The main purpose of the article is to characterize the formation of the meaning of the creolized text of the logo. The logos of the first hundred of the world ranking of universities served as the research material. Logos carry information about the location of the university, that the educational institution is a classical university, usually with a long history, is a serious institution, an institution of European standard / tradition, knowledge is gained there, wisdom is acquired, this is a place where students study, this is a place where they learn something specific, this institution is not for everyone, but only for the knowledgeable / interested / selected. The main difference between the content of the creolized text of the logo of Moscow universities and universities of the first hundred is that the basis of the semantics of logos of universities of the first hundred is elitism (in most cases, logos are incomprehensible to the recipient who does not have special knowledge). Logos of Moscow universities primarily serve as a presentation of an educational institution, they are mostly understandable. Changing logos from complex to simple verbal ones does not go beyond the cognitive paradigm: the information contained in the logos refers to the knowledge available to the recipient. The same trend has been noted for Moscow universities. However, this process is based on another mechanism: the change of the cognitive paradigm to the psycholinguistic one.
Keywords: psycholinguistic paradigm, logos of higher educational institutions, creolized text, iconic component of the creolized text, form semantics, color semantics