대학의 홍보마케팅을 위한 UI(University Identity) 슬로건 브랜드 디자인 개발 연구

Abstract

The purpose of this study is to serve as a tool to suggest the frame, which is for developing UI slogan brand design to build a strategic brand communication for university. Furthermore, this study aims to have a positive influence on the admission promotional marketing of university. For the Study, research methods are first, analyzed the targeting the CI slogan brand of corporations on relationship between CI brand and slogan and established the structure of the UI slogan brands that are classified into three types (A : independent brand mark, B : combined CI logo, C : associated with CI motifs). Second, reviewed the trend of UI designs in domestic and foreign countries and established the direction of expressions of the UI slogan brands that are classified into three types (1. emphasis on the brand equity, 2. flexible design, 3. subdivision of the value). As the result of this paper, the three structures and the three expression directions can be combined flexibly. And I suggest nine frames for developing UI slogan brand design, which are (A+1), (A+2), (A+3), (B+1), (B+2), (B+3), (C+1), (C+2), (C+3) to be utilized for different needs and purposes for each university situations. The limitation of this study is that the derived frame is not verified. However, I expect the study to be suitable for use in each university’s various situations and needs. Moreover, I hope the study on culture differences between domestic and foreign expression to continue to establish its global brand of university.