Symbol a logo. Postrzeganie symboli przez młodych ludzi w Krakowie

Abstract

Symbols are essential elements of each culture. Thanks to them the meaning is created and tradition is kept alive. Advertising and marketing specialists quite often use the mean-ings of the symbols to create trade marks. In this way specialists refer to the associations rooted in the tradition. In my article I am trying to answer the following questions: Has logo become symbol? Has logo taken over all the functions of the symbol? Can we tell the difference between the meaning of the advertisement and the cultural meaning? I also want to find out, what people understand through the meaning of the symbol. Therefore I have conducted the sur-vey among the high school students and the customers of three banks in Kraków. My re-searches have shown that most young people find it difficult to define the meaning of the symbol. Moreover high school students cannot show the difference between the symbol and the trade mark.