국내 전용 서체 활용도 분석과 소비자의 브랜드 인지 상관관계 연구

Abstract

Meaning of branding is broaden in these days. Corporate font is getting important as a branding area in Korea from 2000, and many companies want to make their own font. In nowadays, the importance of exclusive forms is being highlighted, research on the utilization of exclusive forms by Korean companies and brand recognition through exclusive forms is insufficient. The purpose of this study is to investigate the correlation between the use of corporate fonts and the brand awareness of consumers. Four companies were selected for their utilization. Target conditions are as follows; Korean companies that produced both Korean and English fonts based on sans serif, have been using the fonts for five years, and have not provided to consumers for free. The survey was conducted to examine consumer perceptions and awareness of the relationship between the utilization and consumer perception. The survey was conducted on a total of 86 people. As a result of analyzing the usage of the exclusive font and the brand awareness of the user through the corporate fonts, it can be said that the usage period, the utilization, and the consumer perception are proportional. In other words, the higher the frequency of exposure, the higher the probability that consumers will recognize the brand identity and have a brand image using the typeface. Therefore, companies should be able to look at the typeface as part of the branding that can produce a "one consistent voice."