브랜드 아이덴티티 강화를 위한 카카오 앱 아이콘 디자인 시각적 통합 연구

Abstract

With the spread of smartphones, app icons have become a major factor in determining the first impression of a brand. However, while operating various services, Kakao lacks visual consistency between app icons, resulting in a lack of brand identity delivery. This study aims to present a design that reinforces the visual consistency of Kakao app icons in order to effectively deliver brand identity. The research method proceeded with a review of related theories, corporate case analysis, Kakao app icon analysis, and design proposal. The first draft was evaluated through an expert survey, and it was confirmed that the consistency of the color and icon visual components is the key to strengthening the brand identity. The Kakao app icon was pointed out as a problem of weakened visual connectivity due to the lack of consistency between colors and designs. As a result of an expert survey, there were many opinions that consistent color use is important, and that auxiliary use of text when necessary is effective in delivering brand and app functions. In particular, in the case of providing complex services with core businesses, a hybrid type that combines text and illustration was found to be an effective method to strengthen brand identity. This study proposed the visual integration of app icons through the use of consistent colors, components, and selective use of text. It is intended to provide practical guidelines for establishing brand identity strategies for companies that operate various app services as well as Kakao.