Visual Logo Innovation and Institutional Identity in a Sustainable Digital Society: A Bibliometric Perspective
Abstract
Introduction: Visual logo innovation is a critical determinant of institutional identity, yet its intellectual landscape particularly within the intersecting contexts of digital transformation and sustainability remains systematically unmapped. This study provides a comprehensive bibliometric overview of global scholarship on visual logo innovation and institutional identity to identify foundational knowledge structures, thematic evolution, and emerging research frontiers relevant to a sustainable digital society.Methods: A bibliometric analysis was conducted on 1,026 journal articles retrieved from the Scopus database, spanning 2016 to 2026. The dataset was constructed using a systematic keyword query combining terms related to visual identity, logo design, semiotics, graphic design, and brand/corporate/institutional identity. Indicators examined include annual publication trends, citation performance, prolific authors, leading source journals, contributing countries, subject area distribution, and dominant keywords.Results: Publications grew substantially over the decade from 198 articles (2016–2018) to 344 articles (2022–2024), representing a 73.7% increase peaking in 2025 (n=161). Cumulatively, the corpus generated 11,951 citations. The United States (n=182), China (n=130), and the United Kingdom (n=100) led in productivity. Foroudi, P. was the most prolific author, and the Journal of Product and Brand Management was the leading outlet (n=29). Dominant keywords include branding, visual identity, semiotics, and social media, with emerging themes around sustainability and artificial intelligence.Discussion: The findings reveal a maturing yet dynamic field, with accelerating attention toward AI-driven visual branding, digital institutional communication, and sustainable identity management. This study offers a structured intellectual roadmap to guide future interdisciplinary research at the nexus of visual logo innovation, institutional identity, and the imperatives of a sustainable digital society.