| Abstract |
| Hyundai Motor Company (HMC) has shown its design power to the world customers through continuous development. However the apparent image status regarding car`s design identity like other world leading motor companies couldn`t be achieved by the company. Now, HMC, the world No. 5 auto manufacturer in terms of volume, is not available to have ever more growth without design identity. Therefore, HMC recently presented `Fluidic Sculpture` as its design identity for the future. This paper conducted the review for HMC`s the new design identity in the context of corporate strategy. It examined the identity`s compatibility with HMC`s brand strategy, style assets and differentiation in the market.
The result of the research shows that the new design identity meets HMC`s brand strategy, which has the keyword `refined and confident`. The design identity, also, has strategically appropriate image for the market positioning and automobiles` trend. At the same time, it reflects the style heritage of HMC`s with several core style elements. In particular, the new image position, that seems to be criticized a little bit because of too much sensational style is considered as a step-by-step strategy for taking future premium image in the world auto market. |
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| Key Words |
| 브랜드 전략, 디자인정체성, 이미지 포지셔닝, Brand Strategy, Design Identity, Image Positioning |
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