Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Visual Identity of Professional Baseball Uniforms in Korea, America, and Japan - Focused on Color -

한·미·일 프로야구 유니폼의 비주얼 아이덴티티 연구 - 색채를 중심으로 -

  • Lim, Songmi (Dept. of Clothing and Textiles, College of Human Ecology, Chonnam National University) ;
  • Lee, Misuk (Dept. of Clothing and Textiles, College of Human Ecology, Chonnam National University, Human Ecology Research Institute)
  • 임송미 (전남대학교 생활과학대학 의류학과) ;
  • 이미숙 (전남대학교 생활과학대학 의류학과, 생활과학연구소)
  • Received : 2013.03.04
  • Accepted : 2013.04.15
  • Published : 2013.06.30
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Abstract

With the growth of mass media, professional baseball teams have strived to keep up team's tradition and individuality and build a distinctive image through sports marketing using visual identity. Among others, a baseball uniform is used as a sports marketing tool more than an uniform. Uniform color acts as a distinctive element in team's uniform design and is effective to raise attention, manifest a positive image to spectators, and increase trust and affinity. This study aims to compare and analyze color characteristics and images of professional baseball uniforms in America, Japan, and Korea as visual identity. For this, literature review was made on the history of baseball, uniforms, sports marketing, and visual identity, and then color characteristics and images were analyzed on professional baseball away uniforms in Korea, America, and Japan collected in Internet and official web sites. The results are as follows. First, for color characteristics of professional baseball uniforms, the most frequently used color was R(V) color in Korea, ltGy color in America, and Bk color in Japan. Second, for color images of professional baseball uniforms, the most frequently used image was a casual image in Korea, a dandy image in America, and a modern image in Japan.

Keywords

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