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A Study on the Direction of an Urban Brand Identity Design Using Pattern Recognition -Focused on cases of cultural cities in Korea-

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 71(), pp.63-72
  • DOI : 10.25111/jcd.2020.71.05
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 10, 2020
  • Accepted : April 27, 2020
  • Published : April 30, 2020

Min, Seul-gi 1

1시그널커뮤니케이션

Accredited

ABSTRACT

This study aimed to suggest the direction of a study on urban brand identity design by applying the theory of pattern recognition as a branding strategy of cities according to the paradigm of a value society. First of all, it has considered the concept of urban branding and the role of a brand identity design theoretically and derived a study model for an urban brand identity design using pattern recognition through the components (logo type, symbol type, slogan, and color) of the brand identity design and the concept and process of pattern recognition. In addition, it has selected and analyzed Top 7 Korean cultural cities (Bucheon-si, Gyeonggi-do, Wonju-si, Gangwon-do, Cheongju-si, Chungcheongbuk-do, Cheonan-si, Chungcheongnam-do, Pohang-si, Gyeongsangbuk-do, Seogwipo-si, Jeju-do, and Yeongdo-gu, Busan) in 2020 and further conducted a preference survey in order to identify consumer preferences for the morphological structure of each design and for the visual components of the brand identity design. As a result, the urban brand identity design has been found to be effective in conveying the urban brand’s message mainly with the visual stability and the brand’s symbol, logo and color. Accordingly, it aimed to suggest the direction of research and development on the urban brand identity design according to the branding of cities in the future.

Citation status

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