활자체 역사적 관점에서 본 디지털시대 명료성으로 회귀 되는 로고심볼에 대한 연구

Abstract

Among Interbrand's 2012 and 2022 top 100 global brands, the changed logo symbol has increased clarity. Regarding this change, the researcher saw that the process of encoding typefaces and logo symbols to the public through media is similar, so it is possible to discuss changes in logo symbols that return to clarity in the digital era from the historical point of view of typefaces. In the historical change analysis of typefaces, first, from the technological determinism point of view, the development of typefaces by repeating the flow from realistic expression to clarity was discussed according to changes in media technology. Second, from the perspective of cognitive psychology, it was discussed that typefaces can be co-evolutionized as they vibrate from realistic expressions to archetypal typefaces that are systematized and locked in perception by the public. Based on this, the characteristics of the change are extracted and discussed for the logo symbol returning to the clarity of the digital era ① different as decoding ② recursion to cognitive pattern ③ simplicity reflecting mathematicality ④ clarity returning to symbol ⑤ clarity with overlapping digital technology characteristics, as in the history of typefaces, the vibrational recursion from the realistic expression to the clear logo symbol and the overlapping of the digital technology characteristics in the archetypal typeface were derived. This aspect of discussion will help set the direction in the process of designing the brand logo symbol and proceed with the process.