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DOI :
Journal Korea Society of Visual Design Forum , Vol.55, No.0, 97 ~ 107, 2017
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| Title |
| Symbol Mark On Hospital Identity - Focused on Plastic Surgery- |
| 김수빈 Su-bin Kim , 주혜영 Hye-young Chu , 이현주 Hyun-ju Lee , 박가미 Ka-mi Park |
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| abstract |
| Background Due to rapid change in the market, the medical market has recently been trying to establish differentiated brands through hospital identity. Therefore, a symbol mark, which is an important visual communication medium that symbolizes the identity of a hospital, is added as an important factor to communication between hospital and consumer. The purpose of this study is to analyze the visual characteristics of the shape and color of symbol marks for plastic surgery, which in a more locally, environmentally and intense competitive field.
Methods This study firstly examines the function of symbol marks, which are the representative symbols of hospital identity, as reported by previous studies. Second, 372 plastic surgery symbol marks were collected in Gangnam-gu and analyzed according to the symbol marks` types and the color classification system used by previous studies. Third, the symbolic meanings and development directions of the brand identities of plastic surgeons were sought based on the shapes and colors of the symbol marks.
Result In the shape, mixed marks, which contain both pictures and letters, made up the largest portion of symbols, followed by picture and letter marks. In the analysis by motif, shapes that symbolize beauty and women are main. Most of symbol marks were express by one color. The most frequently used colors were achromatic(black, white), followed by red purple and blue Through the I.R.I color image scale, we extracted keyword of soft and dynamic in the symbol marks.
Conclusion Recent symbol marks of plastic surgery tend to emphasize femininity in shapes and colors. In the future, it is necessary to plan the symbol mark as a differentiation strategy to reflect changes in the diversification of consumer society and the medical market of plastic surgery. |
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| Key Words |
| 병원 아이덴티티, 심벌마크, 성형외과, Hospital Identity, Symbol Marks, Plastic Surgery |
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