Logo and semiosis: From an icon sign to the Serbian culture symbol

A logo is most commonly observed as an emblem with intent to be widely recognized as a permanent symbol, or an icon, additionally permitting correlative meanings within a designative context. In the particular example of the Glossary of Serbian culture logo the opportunities of elements of design (coded iconic message, non-coded iconic message and linguistic message) have been analyzed with intention to ascertain communication with future users of the Index conveying the desired message not only about specificities of Serbian culture but also its complexity and unifying nature with the global culture. A logo is observed as a multi-parametric code transcending form a concept of artistic design to a “rhetoric figure” in context of presentation and promotion of Serbian culture. While the art of designing, as a discipline, has the objective of artistic modulation, as well as an aesthetic effect, it also, in this case, represents the form of the governmental strategy in communication with others and formation of the cultural identity of its citizens.