미국, 영국, 한국 프로리그 스포츠 팀의 비주얼 아이덴티티 연구 -미국 NFL, 영국 프리미어 리그, 한국 K-리그를 중심으로-

Abstract

These days, people from all over the world enjoy watching Soccer and Football, and playing them. Among them, American NFL and English Premium League became very successful in sports marketing and each team involved in the league has its own unique visual identity. This study looked at the symbol marks, emblems, representing team colors, and uniforms of 32 NFL teams, 20 Premium League teams, 15 K-League teams. Unlike Korea and England, the American NFL's visual identity is the most simple and unique style showing a unification of naming and symbol with unique team colors. First, in the case of the NFL's use of symbols, they use only one symbol 66% of the time, or two 28% of the time. In the case of England 45% and Korea 53%, the most common style utilization was a mixture of three things: a shield; or circle emblem with team's name; and special animal or product of its location. A mix of 4 or more symbols are used 26% of the time by Korean teams, 10% by England teams, American teams 0%. Second, in the aspect of team color, all three country's team wanted active image colorings which are dynamic, splendor, cheerful. Unlike Korea or England, the USA teams use natural, elegant, noble colors to differentiate their unique team image. Third, research shows that USA teams apply their unique team color 100% of the time to their unifom, while England follows closely at 95%, and Korea 80%. Sports visual identity clearly assists embodiment of the team's symbolic message and image it is trying to project to the public. Sports visual identity establishes a base reference to evoke instant team recognition and public acceptance.