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| Letters have continued to change into new forms according to the transitions in time and social needs. Today, their visual transmittive function that can effectively transmit messages to the masses as symbols of communication and their function as something that can be seen and sensed are becoming more important.
In particular, the necessity of letters as regular and orderly symbols to project linguistic communication was raised, and this began from pictograms that were expressed due to an innate motivation of humans in the prehistoric times.
Typography should take off from the function of transmitting letters and assume a function based around visual transmission, placing emphasis on the clarity and speed of the message to be transmitted. As a method of expressing city brands, slogans utilize expressive typography in order to display a sustained impression by combining linguistic elements with visual elements. Illustrations combine with letters to render a bigger effect; the concept of graphic ideas can be understood more directly, and its meaning becomes stronger.
The most central factor in city marketing is to recreate the brand image of the city. As one method of recreating the city brand image, the representative image concept that can firmly impress the city image on people could be expressed with typography to be repeatedly proliferated through various media and channels.
Also, original expression of typography and the creation of differentiated visual images should be actively pursued as an expressive method of differentiating the city from others. The following can be concluded from the expression analysis of city brand typography. First, the given city brands overseas doesn`t only use typography, but utilize the method of expressive typography by combining linguistic elements with visual elements to render a sustained impression. Second, city brands contain various cultural elements or images through typography. Diversity of expression in city brands becomes alive when the city brand can pull out the cultural identity of the city.
Therefore, the transmission of identity that a city pursues will become possible when the pursed image or culture of the city becomes naturally embedded in its brand slogan through expressive typography. |
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| Key Words |
| 타이포그래피, 도시브랜드, Expressive typography, city brand |
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