리좀의 6원리를 통해 본 가변적 아이덴티티 디자인

Abstract

The traditional identity design strategy, in which the value of visual identity design is consistently delivered to the consumers to establish an identity. Under the challenge of media evolution and various changing sociocultural conditions, visual identity design has emphasized ‘flexibility’ and ‘diversity’ of communication and the epistemological changes emphasize individuality and temporality in contrast to absoluteness and uniqueness alongside inducible media evolution that enables interaction. The current study intends to interpret the commonalities shown in flexible identity design using the six principles of rhizome suggested by Deleuze. The reason for this is that designer's perception and thought, and sociocultural context act on it in order to be born a specific design form. For this reason, the phenomenological classification and analysis of such a design is possible only through this epistemological thinking. To this end, the representative examples of the flexible identity design is applied to the six principles of rhizome suggested in order the present design phenomenon to find the profound mediating point with the representative perception change that has been continuing since the second half of the 20th century, as well as to understand how linear world view is affected by non-linear one for the visual identity design. Based through process of the transition of thought, the study puts forth how the designer must view and accept the surrounding academic disciplines and sociocultural changes.