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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.2
- 수록면
- 240 - 255 (16page)
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초록· 키워드
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Many companies have recently renewed their identities. Companies have started to recognize the importance of visual identity and this trend is evident in many recently released identities. The renewed identities of these companies are more distinguishable and the meanings of the brands are more easily understood by consumers. Therefore, designing a unique visual identity and the role of these designs are now of critical importance to branding. This study identifies the design trends of visual identities in Korea that provides designers with useful information on identity design as a reference for unique designs. This paper also redefines the role of identity design in branding. Data was gathered during 2006 and 2010 on newly released identities design. These identities were grouped by the similarities of design method and expression such as their shape, colors and design techniques. The findings were analyzed through a mapping method. These analyzed maps show static data, such as the colors used and the emotional language expressed. Firstly, mainly vivid and strong, vigorous colors were used. Secondly, shapes were frequently adapted as three dimensional from two dimensional designs. Thirdly, free hand drawing was used distinctly. If designers and brand managers can understand these design trends of visual identities, it will help them to avoid similarities of identity design and merging images which are similar with other competitive companies. It also provides an overview of visual identity and redefines the role of visual identity design.
목차
Abstract
1. Introduction
2. Visual Identity
3. History of Visual Identity Trends in Korea since the 1970s
4. Recent Trends of Visual Identity
5. Conclusions
References
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UCI(KEPA) : I410-ECN-0101-2012-658-004196766