브랜드아이덴티티의 시각적 표현요소 분석 연구 - 최근에 심볼 및 로고가 변경된 IT기업을 중심으로

Abstract

As the information-oriented society has been complex and competitive, enterprises are required to be differentiated from other ones in brand image marketing strategies by adjusting its images to global circumstances. Brand identity becomes necessary to enterprises which has been struggling to set up business strategies. In other words, it is important to establish brand identities based on strategies providing strong impression and recognition to customers. For study method, I analyzed express and implicated meaning of symbols. In addition, to analyze factors on visual expression, different types of marks, colors and slogans were applied. The study covers five IT enterprises, Daum, SK telecom, KT, LG-U+ and MSN which recently changed its symbols and logos. The results indicate that those entities maintains its existing identities, and they focus more on the brand establishment than on the type of design. It implicates how brand identities would be developed in the future. As a whole, red color symbolizing 'challenge and passion' and logotype visual images are in frequent use. That means linguistic images and matching colors maximize efficiencies to establish brand images. Therefore, each enterprise may establish its own brand images through visual expression. Moreover, enterprises should understand that it is important to have customers recognize its brands by establishing its strong identity system based on strategies focusing on brand analysis, and by communicating with them through differentiated visual expression factors for its brand identities.