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DOI :
Journal Korea Society of Visual Design Forum , Vol.52, No.0, 125 ~ 137, 2016
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| Title |
| Brand Identity Development for Revitalization of Traditional Market - Case of Jinju Jayu Market - |
| 최주현 Ju-hyun Choi , 김지회 Ji-hoe Kim , 이혜지 Hye-ji Lee , 조윤진 Yun-jin Cho |
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| abstract |
| Background: This study attempts to develop the brand identity of the Jinju Jayu Market to create brand value and contribute to the revitalization of the local traditional market.
Methods Research of the traditional market and brand identity, in combination with a field survey of the market through observation, photography, and interviews. The market`s brand identity was developed based on these studies.
Result This study, focusing on the visual expressive factors, developed a brand identity, such as symbol mark, logo type, and logo. Symbol which was adapted calligraphy and modern design was developed. Logo type was designed with increasing readability and attractiveness. Lastly, logo combining symbol and logo type was suggested. The shopping baskets used in the new logo system were designed and produced for promotion. Designs of promotional gifts, packages, banners, and front sign designs were suggested for an integrated marketing strategy.
Conclusion Developing the brand identity of the Jinju Jayu Market will help in establishing a new identity of the traditional market, using local identity, and calligraphy. |
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| Key Words |
| 전통시장, 브랜드 아이덴티티, 활성화, Traditional Market, Brand Identity, Revitalization |
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