무브랜드 특성 및 비주얼 아이덴티티 구성요인에 기초한 사례조사

Abstract

Background Recently, non-brand is recognized as a new concept beyond the existing meaning of ‘no brand exists'. Nevertheless, there is a lack of case studies to understand the definition, concept changes, and design trend of non-brand. Hence, this study aims to understand the current situation based on the understanding of the concept changes of non-brand, and analyze the difference of design components with general brands through case studies. Methods This study examines the nature, conceptual change and types of non-brand through literature review, and conducts case research on the basis of non-brand design characteristics and visual identity components. The research targets are 8 domestic and foreign companies that have high corporate competitiveness and consumer awareness by reflecting non-brand characteristics. Result The case study shows that non-brand characteristics are generally reflected in non-brand visual identity components, and in particular, the brand-oriented non-brand is more actively utilizing these components than the product-oriented non-brand. Inaddition, simplicity, convenience, and efficiency were more actively applied than environmental factor and modularity. Conclusion By examining the nature of non-brand and trend per period, it was defined by dividing it into brand-oriented non-brand and product-oriented non-brand. In addition, for the non-brand case study, non-brand characteristics were classified into convenience, simplicity, environmental factor, modularity, and efficiency, and non-brand visual identity components were defined as symbols/logos, fonts, colors, packages, advertisements, and websites. By analyzing the cases based on these, the characteristics of non-brand were found to be an important factor in creating positive value for the non-brand visual identity components.