버내큘러 디자인 특성을 반영한 전통시장 간판의 표현 전략

Abstract

New concept, Glocalism which combined Globalism symbolizing 'Let's go out into the world with ours.' with Localism was born. As Glocalism which overcame compatible dichotomy responds to Globalism, it means to preserve unique and original culture identity, as Localism. Following global trend, researchers regarded traditional markets which are representative commercial spaces with accumulated regional, periodical, and cultural values and vernacular designs as products which correspond to Glocalism and tried to create new values. Therefore, identifying the signboard cases with vernacular designs in traditional markets, competitiveness was analyzed. The expression strategies of traditional market's signboard reflecting the features of vernacular designs were established. The differentiation methods of traditional market signboards were reviewed by local dialect application, colloquial communication, calligraphy, and diversification of materials. These expressions are considered helpful to establish cultural identity of traditional market which is becoming assimilated and standardized groovily. Through this study, it is expected that the identify of traditional market is established and reborn as a community space for the local citizense by creating and building unique and original street atmosphere.