브랜드 리뉴얼 과정에서 검정색을 사용한 아이덴티티 사례분석

Abstract

The repetition of colors as a brand symbol induces meaningful responses from consumers and, as a result, affects the brand equity. This study analyzes how black is used in visual art and what it means, the use of black color during brand renewal processes, and simultaneously taking into consideration the shape changes in brand identity. The first round of analysis, involving 68 examples of brand renewal, showed that using black during the brand renewal process led to an actual decrease in the brand’s visual identity, and the visually simplistic sans serif was a frequent choice for the logo. The second round of analysis was focused on the shape of brand identity, based on Rudolf Arnheim’s power of center: 1) From a geometrical perspective, the renewal process reduced the number of grids decreased and brought other visual elements in alignment with the grid, thus simplifying the overall brand; 2) From a dynamic perspective, space is evenly distributed across the symbol and the logo, with the background achieving a left-right visual balance through the repetition of affine space; 3) From an intuitive perspective, where the meaning and form were both taken into account, the renewed symbols leverage pre-existing visual perceptions to facilitate easier understanding while leaving the core message without unnecessary elements. The analysis demonstrated that the renewed brand identity emphasized form and eradicated instability via the use of black. In other words, whether the renewal increased or decreased quantitative elements, the renewed symbols enable a clearer interpretation, both in terms of perception and meaning, thereby encouraging a more integrated recognition of visual elements.