통합 도시 이미지 확립을 위한 도시 브랜드 디자인 개발 연구- 위례신도시를 중심으로 -

Abstract

Many cities around the world have been actively building differentiated city brand identities to secure competitiveness among cities. Wirye New Town, which was developed by combining three administrative districts (Seoul, Seongnam, and Hanam), is causing confusion in city image recognition due to inconsistent visual objects grafted onto the design system of each local government. Branding development plan was sought. After literature review, prior research data, and design cases were analyzed, the city brand characteristics of each local government were summarized. Based on the image of the city of Wirye, which was researched and analyzed with related keywords, landmarks, and word clouds, a brand essence was derived, a design concept was set, and design work was carried out. The first slogan was drafted, and after condensation through expert interviews, an online survey was conducted to select the final design. As a result of the survey, draft B, which emphasizes city vision and symbols, received a lot of votes in the categories of symbolism, integration, and practicality, and draft C, an expression type that integrates the visual systems of the three regions, showed high scores in the category of differentiation, and contained a city story to citizens. The type of expression that induced sympathy, draft A, received many votes in the aesthetic part, and finally draft B was selected. Based on this research process, if the brand design process of the area that needs to establish an integrated city image is carried out, it is expected that a sustainable and future-oriented integrated city brand that can enhance the city image can be created.