무인양품 브랜드 아이덴티티 시스템에 대한 동양의 선(禪)사상적 해석

Abstract

The brand identity system is used to unify the characteristics of products so that it can strengthen competitiveness and plan differentiation. This system can be divided into core brand identities such as brand mentality, slogan, and PR and expansive brand identities which are visual tasks such as visuals, product, and space. Furthermore, an example where brand identity has successfully been established can be seen from MUJI, which is Japan’s leading lifestyle brand. MUJI has unified its core identity through its concept and naming and expanded its brand by its diverse visuals, products, and spacing. On the other hand, MUJI’s brand can be interpreted from the viewpoint of the Seon ideology. Seon ideology is the most representative ideology system of the East which is an intuitive system of purity of the original mind and it has the core concepts of ‘Gong(空), Hwaguangdingjin(和光同塵), Bulyi(不二)’. Seon ideology started in India but when it met with Taoism of China, it spread throughout East-Asia and when it arrived in Japan, it mixed with Japan’s unique Wabi-sabi aesthetics and thus formed Japan’s unique sense of beauty. In addition, MUJI finds its brand identity through Wabi-sabi aesthetics, which is combined with Seon ideology, and therefore linked traditional philosophy with modern design. It is possible to interpret the real brand characteristics of MUJI in the context of Seon ideology. Through this research, a new perspective can be presented in which there is a connection between MUJI’s brand and Eastern Seon ideology and therefore in the future.