• 디자인학연구
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• 제18권2호
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• pp.173-188
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• 2005

최근 기업 경영에 있어서 디자인의 중요성이 점차 증가하고 있는 반면 브랜드의 시각적 역할을 담당하는 로고에 대한 연구가 상대적으로 소홀히 다루어져 왔다. 특히 브랜드 로고의 시각적 특성에 대한 소비자 반응 연구는 상대적으로 부족한 실정이다. 이에 본 연구에서는 로고의 시각적인 특성에 대한 실험적인 연구로 제품별 특성에 따라 브랜드 컨셉에 기초하여 선호되는 로고 디자인을 컨조인트 분석방법을 통해 살펴보고 있다. 연구결과 이성적 컨셉의 경우 탐색 재에서는 높은 정교함과 낮은 대칭이, 경험재에서는 높은 연상이, 신뢰재에서는 낮은 정교함과 높은 대칭이 고유특성으로 나타났다. 한편 감성적 컨셉의 경우 탐색 재에서는 높은 정교함과 낮은 연상이, 경험재에서는 낮은 자연스러움이, 신뢰 재에서는 낮은 정교함과 높은 연상이 고유특성으로 나타났다. 이러한 연구결과들과 함께 이론적 실무적 시사점이 논의된다.

• 한국콘텐츠학회논문지
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• 제15권7호
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• pp.500-510
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• 2015

본 연구에서는 체면민감성이 명품브랜드의 로고 사이즈 선택에 미치는 영향에 대해 살펴보았다. 이 연구를 수행하기 위해, 루이비통과 가격이 좀 더 저렴한 코론을 명품 브랜드로 선정하였고, 각 브랜드마다, 형태, 색상, 크기 등 외관상 구별이 되지 않는 제품에 세 가지 유형의 로고를 설계하였다. 첫 번째 종류의 제품에는 로고가 없으며, 두 번째 종류의 제품에는 사이즈가 작은 로고를, 세 번째 종류의 제품에는 사이즈가 큰 로고를 부착하였다. 본 실험에 총 115명이 참여하였으며, 참가자들은 20대로 구성되었다. 연구의 주요 결과로 루이비통의 경우 창피의식성 체면과 타인의식성 체면이 브랜드 상표 사이즈 선택에 영향을 주었으며, 코론의 경우도 창피의식성 체면과 타인의식성 체면이 브랜드 사이즈 선택에 영향을 미치는 것으로 나타났다. 더불어 남 녀 간 체면민감성 차이는 없었고, 루이비통의 로고사이즈 선택에서 유의한 차이가 있었다.

• 산업융합연구
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• 제5권2호
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• pp.33-51
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• 2007

environmental has given rise to a world where consumer persue satisfaction in quality and quantity of products. From this point of view, a study of the impact of logo design on brand association and consumer emotions is very important and useful. For this study, we investigate on the basis of preceding studies. Finally, it is thought that it will be necessary to conduct a more specific study on the relation between brand association and consumer emotions.

• International Journal of Costume and Fashion
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• 제9권1호
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• pp.15-25
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• 2009

As fashion brand logos have been used conspicuously, they have been recognized as a part of the product design. Since the 2000s, fashion designers have actively begun to apply fashion brand logos to product designs by transforming, patterning, and distorting, so the importance of fashion brand logos were emphasized. This article has attempted to establish the implications between fashion brand personality and the motif which is applied to a fashion brand logo. 27 of fashion brand logos were chosen because they are easy to access and have a history of more than 10 years. As a result, these 27 logos were categorized into 5 animal motifs: a horse, a bird, a snake, a dog and a tiger. In recent years, numerous studies have found that the appearance and behavior of an animal affects their symbol system which is recognized by humans. To deduce the symbolism which is communicated by a brand logo, archetypical symbols of 5 animals were analyzed as mentioned and the brand personality and image of 27 brands. As a result, there are implications between the archetypical symbol of animal motifs and a brand image and brand personality. A majority of the adjectives which express the archetypical symbolism of animal motifs as well as brand image and brand personality are similar. Moreover, the personalities of fashion brands categorized by animal motifs are different from each other, so how each animal motif communicates different images and symbols was explored.

• 패션비즈니스
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• 제15권5호
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• pp.55-68
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• 2011

The purpose of this research is to study the visual characteristics of domestic national men's wear brand logos. For this purpose, 80 of national men's wear brands were selected from '2010/2011 Korea fashion brand Annual' For analysis, they were classified into three categories: logo types composed only with logomark or symbol and logomark together. Types of symbol were classified into word symbol, descriptive symbol, and abstractive symbol. And the used typefaces were classified into serif and san serif and acromatic and cromatic The results are as follows: The visual characteristics of domestic national men's wear brand logos, there were more brands that used logomark with symbol together than logomark only. And the type of symbols were appeared descriptive symbol(32% ) that meaned the men's power, nobleness and royalty. In domestic national men's wear brands, color of logos were more frequently used acromatic color as black and grey than cromatic color. Among the cromatic colors were more appeared to a kind of blue and green. And the used typefaces were the more frequently used to serif typeface of capital. As a result, the visual characteristics of domestic national men's wear brand logo were that they used the brand logos composed of descriptive logomark with symbol together, black serif typeface the most. From this results, we could find that visual stragety of domestic national men's wear brand logos had the tendency to emphasize the function of conveying information, brand concept that men's wear. The specific and continuous following research in which psychological factor of consumer reflected was requested as a measure to seek brand logo that aid to establish brand power and reinforce brand image.

• 복식
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• 제63권4호
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• pp.143-157
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• 2013

Fashion products are goods purchased based on cultural and psychological values derived from a brand image as well as on the physical value of the product itself. Management of brand image has been one of the most important marketing strategies in the fashion industry. In this research, three best-selling young casual brands were tested with 200 male and female subjects to compare brand image, logo image, and advertisement image. The objective of the research were as follows: 1) to explore the effect of advertisement on the purchase of young casual wear and brand image management status through advertisements of domestic brands, and 2) to investigate differences in consumer perception on brand logo image and advertisement image. The results showed that most of young casual brands are depending much on star marketing rather than developing differentiated brand image through advertisements as indicated in brand image management status. Failure in development of differentiated and consistent brand image is a barrier to the long-term and continuous advancement of young casual brands. Therefore, more efforts should be made for the reinforcement of brand image for the consistent growth of domestic young casual brands.

• 한국콘텐츠학회논문지
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• 제12권5호
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• pp.154-162
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• 2012

컬러는 어떠한 다른 요소보다 앞선 단계에서 인간의 의식과 무의식에 영향을 주며 형태보다 강하게 소비자에게 다가갈 수 있기 때문에 긍정적인 기업 이미지 구축을 위한 효과적인 컬러 마케팅을 기대할 수 있다. 본 연구에서는 컬러커뮤니케이션이 브랜드 이미지 형성에 얼마나 영향을 주는가를 연구하여 컬러커뮤니케이션의 중요성을 일깨우고 브랜드 이미지의 가치를 높이는 전략방법을 알아보고자 하였다. 효과적 연구를 위해 기존 연구 자료와 문헌을 통해 이론적 고찰을 하고 실증 조사 분석을 하였다. 연구결과를 보면, 신뢰(credibility)와 호감을 갖는 브랜드는 컬러커뮤니케이션 보다는 여러 마케팅 활동으로 인한 신뢰 있는 기업의 브랜드를 선호한다고 볼 수 있다. 또, 선호하는 컬러의 차이는 분명하지만, 선호하는 브랜드 로고의 컬러와 자신의 이미지를 나타내는 컬러와는 큰 관계가 없는 것으로 나타났다. 선호 브랜드 로고의 컬러 보다는 신뢰와 호감을 느껴 선호하는 브랜드가 있으며 이 또한 자신의 이미지를 나타내는 컬러와는 독립적임을 알 수 있다. 소비자의 자아 이미지를 나타내는 컬러와 브랜드 이미지를 형성하는 감성적 컬러와의 영향은 없으며, 선호하는 컬러가 브랜드 이미지를 형성하는 감성적 컬러와의 영향관계는 있는 것으로 나타나 소비자 자아 이미지를 나타내는 컬러 보다는 표적 시장의 소비자 선호 컬러가 무엇인가를 파악하는 것이 중요할 것으로 생각된다. 이 연구를 통해 브랜드 이미지 형성에서 컬러커뮤니케이션을 전략적으로 어떻게 활용하며, 기존의 컬러커뮤니케이션 연구와 달리 각 브랜드 로고의 컬러 감성을 통한 이미지와 소비자 선호와의 관계를 살펴보고자 하였다.

• 한국멀티미디어학회논문지
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• 제18권12호
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• pp.1509-1518
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• 2015

Because a logo is a medium that connects between consumers and corporations or brands, designing memorable logo images is vital. Although predicting logo's memorability for brand marketing is essential, there have been only few researches that deal with memorability of logo images. In this paper, we analyze the memorability characteristics in logo images by performing experiments based upon our proposed prediction method for logo image's memorability. Our proposed research consists of three phases: crowdsourcing for memorability computing, computational phase for logo image's memorability, and development of a prediction model. Using computed memorability of logo images by "Visual Memory Game," we analyze the different characteristics of logo's memorability. We first developed a novel computational method that reflects logo image's color and shape. Each computational method on color and shape are selected by comparing the correlations between result values and ground truth memorability. Selected computational value is then converged with generic image feature descriptors such as SIFT and HoG to make a prediction model of logo's memorability. Using our method, we obtain reasonable performances in predicting logo image's memorability.

• 패션비즈니스
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• 제28권2호
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• pp.76-91
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• 2024

This study analyzed the colors used in the logos of infants' and children's clothing brands, comparing them based on brand type and the pursued image. A total of 34 brands with the highest recent sales rates were selected. Among these, 17 were large-sized enterprise brands found in department stores, and the other 17 were in-house production enterprise brands. All colors used in the logos of the selected brands were extracted from the brand logo images. In addition, the study classified the pursued images of the selected brands using emotional adjectives in order to assess variations in different color attributes of the logos according to the brand type and pursued image. The study found that in-house production enterprise brands used lighter and more varied colors compared to department store brands. For both brand types, reddish-to-yellowish hues were most commonly used. Brands projecting a 'cute' and 'gorgeous' image exhibited a greater array of colors in their logos, while brands with a 'neat', 'modern', and 'luxurious' image used less saturated colors. In terms of logo type, symbol logos used the most colors with a moderate level of lightness, while typographic logos used the fewest colors with a low level of lightness.

• 복식
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• 제64권4호
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.