| Abstract |
| In identity design, logotype is a visual element that plays a key role in identity construction, and there is a tendency that requires variability, scalability and adaptability with the advancement of industrialization and changes in media. This study is focused on typographic pattern utilizing logotype as a way to enhance visual identity and expand it flexibly. Since the pattern is relatively free from restrictions of size and space, it is easy to apply to a variety of media and advantageous to construct an image of identity through repetitive representation.
In this regard, this study sought to identity the meaning of typographic patterns using logotype motif in brand identity and analyze recent practices by type. The results found that the patterns of logotype motif can be classified in extension, deletion, dismantlement and replacement, and verbal/visual properties of a character vary depending on the type. This study demonstrated that in identity design, typographic pattern serves an effective role in variability, scalability and adaptability, and attempted to present its potential as a method to broaden the width of the representation using a character as a material. |
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| Key Words |
| 아이덴티티 디자인, 타이포그래피, 패턴, Identity Design, Typography, Pattern |
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