Linkedin Logo In Branding And Leadership: Semiotic Analysis In The Digital Era

Muhammad Yuansyah Prasetyo; Ahmad Toni

doi:10.55227/ijhess.v5i3.2053

Authors

Muhammad Yuansyah Prasetyo universitas budi luhur
Ahmad Toni Master of Communication Science, Budi Luhur University, Indonesia

DOI:

https://doi.org/10.55227/ijhess.v5i3.2053

Keywords:

Semiotics, Linkedin, Personal Branding, Leadership Culture, Organizational Communication

Abstract

This study focuses on analyzing the meaning of the LinkedIn logo through Roland Barthes’ semiotic perspective, particularly in relation to the construction of personal branding and leadership culture in modern organizations. The LinkedIn logo was selected due to its strategic position as a symbol representing professional identity in the digital era. The analysis emphasizes Barthes’ three key semiotic concepts: denotation, connotation, and myth. At the denotative level, the LinkedIn logo presents simple visual elements such as a dominant blue color, bold typography, and the “in” symbol framed within a square box. At the connotative level, the blue color represents trust, stability, and professionalism, while the square box reflects structure, order, and exclusivity. At the mythological level, the logo constructs an ideological narrative concerning the urgency of personal branding, professional networking, and effective leadership in an increasingly competitive work environment. The findings highlight that visual symbols such as logos are not merely aesthetic elements but also powerful instruments of communication that strengthen organizational identity, reinforce workplace culture, and legitimize leadership practices in the globally connected digital era

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