Research on the Application of Product Logo Design in the Digital Age is Based on Peirce's Semiotic Theory

The social-critical theory of consumption analyzes the functioning of the capitalist commodity economy and argues that today's consumer objects have shifted from the "use value" of objects to the "symbolic value". Nowadays, people live in an environment saturated with visual symbols. The rapid development of society in all fields and the greatest material abundance have led to the emergence of more and more digital new products and brands. Through the study and analysis of the development of some product logos of different categories at home and abroad, the semiotic features contained in the development of their graphics are summarized. Based on Peirce's three divisions of semiotics, the study analyses the inspiration of semiotics for the design of product logos in the digital age at three levels: Syntax, Semantics, and Pragmatics. Furthermore, it suggests that logo design should focus on shaping and extracting 'form', extending and emotionalizing 'meaning", and designing product logos in the digital age. The design strategies for improving and renewing the logo image, such as the extension and emotionalization of the "form" and the relationship between the logo and the "environment", provide new theoretical support and new ideas and methods for the design of product logos in the digital age.