Dynamic Semiotics of Metaphorical Vegan Logos on Consumer Attitude

The evolution of vegan brand values was shaped by creative reinterpretations that moved beyond conventional V-shaped symbolism, establishing a progressive and dialogical trajectory. This study examines the metaphorical meanings embedded in V-shaped logos through brand equity and investigates their influence on consumer attitudes. To this end, a dataset of over 3,000 vegan brand logos from 2017 to 2025 is compiled, a sample of which is purposively selected adhering to specific functional and structural criteria. Employing an integrated approach to marketing semiotics, a questionnaire is developed to analyze consumer attitudes toward V-shaped logos, incorporating multidisciplinary research variables. The reliability and validity of the questionnaire are assessed using Cronbach's alpha, along with measures of convergent and discriminant validity. Subsequently, the questionnaire is distributed among a research sample of 460 Iranians. The collected data is analyzed using various statistical and artificial intelligence techniques to harness data-driven models effectively. The findings demonstrate that, despite the innovative efforts of plant-based brands to reshape the V-shape into creative and culture-based designs, universal vegan metaphors incorporating natural elements are more effective for non-English speakers, who may be less influenced by language-dependent metaphors. In particular, the use of multimodal metaphors emphasizing animal protection is highly recommended in Iran.