THAI FOOTBALL LEAGUES CLUB BADGES ANALYSED: A CASE STUDY ON SEMIOLOGY-BASED CONCEPT

Abstract

     This research aims to 1) study Thai football league club badges on semiology-based concept 2) study the form and appearance of The Thai League’s football club emblems 3) study the guidelines of public demand for sports logos from the decoding of Thai football league club badges. This research uses the mixed method, a qualitative study was conducted to analyze the emblems of 16 Thai League 1’s football teams which the researcher will use as a tool for a quantitative study to collect data and use a single measurement survey from the general population, aged between 20-59 years, totaling 400 people using convenient random sampling.
     The results showed that 1) the name of a club expresses its meaning in terms of its identity and Most of the main elements convey the implications of strength, leadership, and power, reflecting the context of sporting events. In terms of secondary components will convey the implied meaning of the context or affiliation with the club. 2) Regarding the form and appearance of the emblems of the Thai League Club, it was found that most of the shape of the emblem is designed in the shape of a shield. Internal elements are often objects. The colors used are mostly black or orange as the main color, which shows the connotation meaning of using force, challenging, fair judgment, protection, and movement. Contextual, social and cultural meanings reflected in the emblem It was found that symbols were culturally socio-cultural local contexts that appeared in the emblems, implying pride. 3) When studying the guidelines of public demand for sports logos from the decoding of Thai football league club badges, it was found that the appropriate colors for the design of the emblem were red, white, and black, and the appropriate shapes were round and shield shapes. The internal elements must convey a clear meaning of the organization.