Survey on Design Development and Utilization Status of Domestic and Overseas Regional Brands

Abstract

(Background and Purpose) Due to rapid industrialization and urbanization, rural, coastal, and mountain areas are experiencing a decline in population, aging, and a decrease in economic power. In response, the government is implementing various regional development projects such as the urban regeneration New Deal and the Korean New Deal to enhance the economic strength of these underdeveloped areas. These initiatives aim to uphold the traditions of these regions by preserving regional history, natural environment, and tourism resources. As part of these efforts, the regional brand development seeks to enhance the local economy and living conditions. Regional branding involves the development of distinctive brands tailored to each area, facilitating the establishment of its distinct identity. However, although there is a purpose of design that takes regional characteristics into account in developing regional brands, standards and utilization plans for design development are necessary. Therefore, this study aims to present basic data that understands the current status and derives design elements through research and analysis of regional brand cases. (Method) This study was structured in two stages. First, the concept, definition, and type of regional brand were summarized in theoretical consideration, and then trends in regional brand design development projects announced on the national market for the past three years were investigated and analyzed. Second, we conducted a case study on domestic and overseas regional brand design over the past five years and classified design elements. Next, the current status of classified design elements, including reflection targets, configuration, design type, color, and use, was analyzed. (Results) This study has examined the current state of design and derived design elements related to domestic and international regional brand development, with the following results: Firstly, in terms of the utilization of regional brand development, it was identified that it is employed for promotional materials, packaging, souvenirs, and public design. Secondly, it was found that both domestically and internationally, the logotype is the most commonly used, and it was observed that there is a lack of development in terms of the variety and number of colors beyond the logotype. (Conclusions) In future research, it is necessary to focus on case studies of domestic and international design to investigate whether regional brands are being perceived in accordance with their intended objectives. Additionally, research should be conducted to identify the design elements and needs that should be incorporated into regional brand development, in order to derive development strategies for design form, color, and composition.