채널 브랜드 아이덴티티 시스템 사례 연구 -뉴욕 그레텔의 작품을 중심으로-

Abstract

In order to get selected from a flood of channels, achannel must brand itself strategically and establish aunique Brand Image in the minds of the consumers.Furthermore, it must systematically visualize such Brand Image. This study will focus on brands that are meeting the aforementioned expectations successfully and alsogetting international recognition. This study first researched concepts in Brand Design and also concepts that are specific to Channel Brand Design. Then the research focused on the importance of the systematic aspects of designing Brand Identity Systems. Later, case studies were conducted on examples of des-igns with excellent Channel Brand Identity Systems. As an analytic tool, methods were combined from 3 books from Alina Wheeler, Hyung-geun Shim, and Eui-chul Shin. The Projects were analyzed in the order of Concept, Logo, Typography, Color, Layout, and Motion. The Brand Identity Systems of Viceland, Netflix, and IFC, all began with a metaphor that implied a system as a core concept. They used typography with a lot of scale and contrast, and also layouts utilizing a grid. The anima-tions were simple yet nuanced. The conclusions are as follows. Firstly, the concept as a metaphor must be drawn from the core of the Brand itself. Secondly, detailed design rules must be set based on the concept. Lastly, this process must come together to build a bigger system which must be strong yet flexible.