Background Branded content is a type of marketing practice intended to provide quality information and entertainment instead of solely focusing on commercial advertising and is thus able to deliver a brand message to consumers in a natural manner. Nevertheless, branded content comes with a number of issues, including ambiguity of expressions between advertisement and content territories and one-time entertainment-centered story. Against this background, this study aims to analyze the methods of expressing the visual identity of brands by storytelling type that can build a positive relationship among consumers. Methods ased on the preceding studies, the storytelling roles of branded contents have been newly classified into several different types, including Hero-Conflict solution, Adversary-Conflict cause, Supporter-Props, and Benefactor-Background. The study has classified and analyzed the types of role based on the best practice cases awarded in the world's top three international advertising awards with the use of the visual identity elements of brand as execution factors for case analysis, through which implications have been withdrawn by type, followed by presenting a value proposition. Result The study has found that the HC type has the linguistic expression elements and other expression elements of brand directly exposed while the AC type has the color exposed but with more emphasis on the product functionality than on the brand identity. The SP has placed a higher weight on the linguistic element while the BB type on the color. Conclusion The study findings have been able to present a number of guidelines and directions, including production of branded content that reflects actual experience to allow consumers to expand the ‘ambient experience' and that retains brand identity and uniqueness and systematic management of customer.

keyword : 브랜디드 콘텐츠, 스토리텔링 역할 유형, 비주얼 아이덴티티, Branded Contents, Storytelling Role Types, Visual Identity

Background We will study and analyze the importance of the public office sign system, and examine the user-centered sign system. In recent, public offices have become larger, and the number of users has been increasing due to various demands as well as administrative and public purposes. Therefore, a more accurate and convenient sign system should be applied to public government users. Therefore, this study intends to propose an effective method by studying the system of the public office, especially the court. Method We analyze the cases of Seoul, Busan and Incheon, which are large in domestic courts, and analyze the case of Incheon International Airport, which is a multi - use facility, and the National Central Library, which is popular among the general public, and the recently reopened Busan metro sign system. For efficient analysis, we will visit the case study, review the related academic data, and analyze more objective data through statistical data. Based on the case analysis, we will study the application method of efficiency by comparing and analyzing the objective of the research subject from the viewpoint of efficient application of the sign system. Result We analyzed the focused user sign system through case analysis and site analysis. However, a conventional sign system does not solve the problem of the case and is applied to the target building as it is. In addition, the scale of the biggest court in Asia as well as the country is emphasized, and it shows the problem that the efficient sign system is not applied. Conclusion The public office needs to change from a general view that it is always lagging behind the private sector, but rather to a more user-centered system by applying new technologies to the forefront. In this study, we propose a digital sign system which is actively used in the private sector, and further suggest a new concept sign system using VR, AR and hologram technology.

keyword : 공공청사 사인시스템, 안내사인, 사인시스템, Public Government Building Sign System, Information Sign, Sign System