미적 일관성 있는 도시브랜드 구축을 위한 휘장과 슬로건의 색채 분석 -서울시 25개 자치구를 대상으로-

Abstract

(Background and Purpose) In keeping with the heightened interest in autonomous decentralization, autonomous districts have been expanded and have been increasingly active in building city brand identities for the purpose of regional marketing. However, with regard to the most prominent emblems of city brands, the indiscriminate use of symbolic images have, in fact, harmed city aesthetics and contributed to the formation of negative images. In particular, slogans, which are the key emblems of city brands, tend to be swapped for other highly politicized messages. In view of this, this study analyzes the colors and color arrangements of the current symbols and slogans of Seoul’s autonomous districts, so that the analytic results may serve as a basis for contributing to the continued and effective use of city brand management, in their capacity as design images that remain consistent despite changes in political content. (Method) We examined the definition and components of city brands while also ascertaining the concept and function of consistency. Based on this, we conducted analyses on the color and color arrangements of the symbols and slogans of each district. The results were positioned via I.R.I. adjective image scale, and their characteristics were comparatively analyzed so as to explore ways to build consistent city brand identities. (Results) The results of the analysis of the 24 districts of Seoul (with the exception of Seodaemun-gu) were as follows. 1) Compared to slogans, the colors and color arrangements of symbols shared the characteristics of using fewer colors and having planned relatively clearer color arrangements. 2) The color arrangements of slogans were compared to clear slogans: there were more slogans that featured softer and more rhythmic adjectives. 3) District brand identities consistently shared the characteristic of featuring identical or similar base and accent colors. Their color tones were also arranged similarly, such that they often were classified into close range with the I.R.I image scale. (Conclusions) For the symbols and slogans that form part of a city’s brand management efforts to obtain consistency, there is a need for the development and operation of color and tone. In cases where the use of five or more colors is being considered, base and accent colors should be clearly established to ensure visual uniformity. Also, one must review whether the symbolism of each color and the color-arranged image match the direction of value pursued by the city. Furthermore, one must exercise caution against the use of indiscriminate color schemes for the promotion of the region or its leader. In future research, we hope to continue presenting suggestions for building integrated city brand identities through strengthening consistency in color in addition to typography as a visual language.