해외 관광 브랜드 아이덴티티 디자인 리뉴얼 사례 연구- 2015년 이후 리뉴얼한 10개 지역 사례를 중심으로 -

Abstract

Today, the world has a tendency to reorganize the nation 's competitiveness centered on the brand value of each country. In this study, the concept of tourism index, national image and the importance of tourism brand identity are examined. The visual elements of tourism brand identity design in 10 overseas regions that have been renewed since 2015, including Paris, New Zealand, Moldova, Tokyo, Bolivia, Paraguay, Lithuania, Estonia and Zurich were analyzed through this case studies. The analytical criteria are as follows: Through the analysis of the brand identity design in 10 regions in six categories including symbol, logotype, color, signature, slogan and application design which are basic elements of brand identity design. Symbol in recent tourism brand identity design has characteristics of variability while pursuing simplicity, and in the case of color, blue and black were preferred. Logotype has a strong tendency to apply typefaces with high readability and visibility. In signatures, they were pursuing a very diverse structure. In terms of the slogan, the tendency to expand the concept of city or national branding. In application design, there was a tendency to utilize additional visual elements such as photographs and illustrations. This study has been able to confirm the trend of tourism brand identity design in recent years and it will be a basic data that can be reflected by reference to renewal of Korea's tourism brand identity design in the future by considering the design direction of tourism brand identity.