국내 농산물 공동브랜드 이미지 강화를 위한 시각적 상징성 연구- 농산물 공동브랜드 로고디자인을 중심으로 -

Abstract

While the number of domestic agricultural products brands is currently growing quantitatively enough to be counted at about 5,000, it is also a practical task that brands that have built strong awareness to consumers cannot be easily found. This reason is also due to the lack of marketing segmentation strategies by region, insufficient analysis of consumers' needs, insufficient brand design management functions of local governments, and inconsistency between regional promotion strategies. The purpose of this study is to understand the current status of logo design of joint domestic agricultural products brands, and to strengthen the positive brand image, research on visual symbolism and empirical analysis are preceded. Next, by analyzing the logo design of the existing co-brand by type, we intend to derive a logo design that meets the needs of consumers, that is, a symbol mark and a logo type. As a result of the study, the logo design of the joint agricultural product brand was the most common in the form of word mark + graphic element (combination) with good visual symbolism and excellent attention and differentiation. Therefore, as for the future direction, first, visual favorability expression, second, emphasizing a differentiated brand image, fourth, attention to expressing trends, and comprehensively accept and develop eco-friendliness and reliability related to the local environment. It is hoped that this study will be applied as a direction guide to induce differentiation of the logo design image of domestic agricultural product brands.