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DOI :
Journal Korea Society of Visual Design Forum , Vol.80, No.0, 81 ~ 95, 2023
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| Title |
| A Study on A Comparative Analysis of Chinese Museum Logos Using Multidimensional Scaling |
| 왕림자 Linzi Wang , 신재욱 Jaewook Shin , 서종환 Jonghwan Seo |
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| abstract |
| Background In the past, museums performed the primary function of collecting, preserving, and displaying artifacts, but in recent years, museums are shifting to provide cultural experiences, education, services, and other activities. The purpose of this study is to explore differentiated approaches to designing museum logos in China. To accomplish this, the study compares and analyzes similarities among different logos while identifying the distinctive characteristics exhibited by each group of logos.
Methods In this study, 17 first-class comprehensive museums selected by the State Administration of Cultural Heritage of China were subjected to a positioning map analysis using a multidimensional scale analysis method to determine the relative position of each logo based on its similarity and to identify the types of logo designs. In addition, a survey was conducted to investigate the preferences of each type of logo.
Result A classification and positioning chart through the similarity of logos shows that Chinese museums' can be divided into three types. The first group is a traditional type of logo with Chinese characters as design elements. the second group is a geometric style modern logo with the outline of the museum building as design element. The third group is thematic logos that use the museum's iconic collections as design elements. In addition, the results of a further questionnaire survey on logo preferences showed that the logos in group3 were the most popular.
Conclusion Museums established before China's reform and opening up (Type1) mainly used Chinese character logos, which were deeply rooted in tradition. However, with the increase in cultural exchanges between China and foreign countries after the reform and opening up, the design of museum logos(Type2) gradually diversified, geometric shapes are extensively utilized in these designs. The type3 of logo has gained the highest favor due to its ability to effectively reflect the cultural identity of the region. The direction to find a differentiated logo design for the type of museum logo. |
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| Key Words |
| 다차원 척도 분석법, 종합박물관, 로고 디자인, Multidimensional scale analysis, Comprehensive Museum, Logo design |
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