Visual language of the space race: a semiotic analysis of the identity of US and USSR missions

Abstract

The aim of the research is to determine the features of the identity of space programs and missions of the USA and the USSR in the context of the semiotics of the space race and the Cold War times (1957-1975). The paper examines examples of official identity of space agencies, programs, and missions, such as logos, emblems, and patches. The main emphasis is on the analysis of the positioning of states through the design of mission emblems, focusing on signs and symbols, their semiotic meaning within the historical context. The scientific novelty of the research lies in the study of the semiotics of communication design of space race missions. As a result, specific features and semantic meaning of the identity elements of US and USSR missions during the space race were identified. Thus, the symbolism of the United States is more individualistic in nature, diverse, and lyrical; Soviet symbols are more utilitarian, collective, and humanistic.

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About this article

Publication history

• Received: May 12, 2025.
• Published: June 26, 2025.

Keywords

• визуальная идентичность
• дизайн космических программ
• семиотика айдентики
• символика космических миссий
• космическая гонка
• visual identity
• space program design
• semiotics of identity
• symbolism of space missions
• space race

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Creative Commons Attribution 4.0 International (CC BY 4.0)