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DOI :     Journal Korea Society of Visual Design Forum , Vol.64, No.0, 1 ~ 11, 2019
Title
Analysis on the City Brand Design Focusing on Its Periodic Characteristics and Trends
이서진 Seojin Lee
abstract
Background City brands are emerging as an important paradigm to secure urban competitiveness. City branding strategy is important in that it promotes the brand value of the city and ultimately presents the direction to secure competitiveness of the sustainable city. Therefore, it is necessary to look at the concept of city brand before the cities design their own city brand, and to study the direction and characteristics of the city brand development according to the era change. Methods The purpose of this study is to investigate the concept, purpose and role of city brand through literature and statistical data on city brand. In addition, we examined the development process of city brand and analyzed recent trends and case analysis. Result The characteristics of city brand design can be classified into three stages by era. The first generation is emblem type. The second generation is slogan type, and the third generation is flexible identity based on the city name. The third generation design is characterized by being used for various purposes by utilizing the experience design. Conclusion The use categories and communication methods of city brands have been changed in accordance with the trend of the times and the development of various media. In order to construct a strong and positive city brand, it is important to establish a design direction that enables users to communicate with each other through the elements provided by the city brand and to relate to the city brand through the brand experience.
Key Words
도시브랜드, 경험디자인, 가변적 아이덴티티, City brand, Experience design, Flexible identity
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