| Abstract |
| Since 2000, local governments have used city marketing, using the symbol of the city branding for improving their values. The Seoul government established Seoul`s city branding, which called "Hi Seoul" in 2000. They defined it is for promoting communal spirit of a citizen of Seoul and making clear the message of Seoul, which are identity, vision, and purpose of Seoul, through the domestic and global marketing with branding the dynamic image of Seoul.
According to the press release from Seoul Development Institute in 2006, however, "Hi Seoul" is not enough to express and represent history, tradition, and culture of Seoul as a city branding based on the press release.
Therefore, the research tried to find some problems of Seoul`s city branding. It analyzed the graphic form and the brand concept of the symbol, based on the structural model of significations. First, there is a low correlation between the meaning elements of the concept in the brand and the graphic form in the city brand symbol. Second, the symbol shows a lack of connectivity between the concept and the expressions of the graphic form. Third, the colors of the symbol are used Obang-colors from a general Orientalism that is hard to say it is typical colors of Seoul.
In conclusion, it`s a hard to agree that `Hi Seoul` brand symbol represents the identity of Seoul. Therefore, we need a very systematic approach to solve these problems about relations of the identity of a city and its brand symbol. If these problems that I mentioned above are solved, the city branding of Seoul will have powerful competitiveness, and do not have to follow trendy styles because it expresses their own economic, social and cultural identities. |
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| Key Words |
| 지역정체성, 도시브랜드 심벌, 의미구조, Local Identity, City Brand Symbol, Structure of Signification |
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