브랜드 디자인의 시각적 요소가 기업의 이미지 기여도에 미치는 영향 - 보험사를 중심으로 -

Abstract

This study intends to conduct an analysis on insurance companies with respect to influence which brand logos and colors as visual elements of brand design have over enterprise image. To this end, the following two tasks were set up:Above all, in order to analyze brand logo and company image, contribution level of enterprise image was investigated with focus on insurance companies working in domestic market if name only was considered: and, contribution level of enterprise image was further investigated if name as well as brand logo were considered, And, with respect to higher level brands influencing contribution level of insurance company image, a color analysis was conducted by preparing an image map of main colors for brand logo. As a result, the following 4 outcomes were obtained:First, if name only was suggested without brand logo, 'reliability' element was relatively high than other elements. It is judged that such result was related to the role of insurance company in service industry. Second, if name and brand logo both were considered in evaluation of insurance company, 'reliability' element was relatively high than other elements. Especially, 6 insurance companies out of 10 had great importance in 'naturalness' element, which means highly recognized logos have to be very natural and harmonious. Third, if name and brand logo both were considered in analysis of score change, contribution level of image was higher in case name and brand logo both were suggested than in case name only was suggested. This result indicates that logos are easily recognized due to their visual nature and furthermore, they can become important means to distinguish the company from others. Fourth, logo colors belonging to higher level in image contribution analysis are Green lines placing in 'Soft' area. Meantime, insurance company belonging to higher level of awareness has Red lines placing in 'Dynamic' area. Here, the Green lines can be connected to eco-friendly management ideology, and from the other viewpoint, they are connected to 'Blue' which gives a feeling of integrity, simplicity or coolness if the language 'business' is changed into color. Brand logos of Red lines have Dynamic characteristics which can be connected to brand image element adopted by financial service companies closely related to customers.