복식문화연구 (The Research Journal of the Costume Culture)
- 제14권2호
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- Pages.177-191
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- 2006
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
스포츠웨어 브랜드 로고의 기호학적 분석
A Study on the Semiotic Approach of Logo in Sportswear Brand
- 이민경 (수원여자대학 패션코디네이션과)
- Lee, Min-Gyung (Department of Fashion Coordination, Suwon Women's College)
- 발행 : 2006.04.30
초록
The purpose of this study was to analyze the signification system between logo and brand concept systematically in sportswear brands. For this purpose, 37 apparel brands focused on sportswear brand were selected and the results of the study were following : First, the sportswear brands that symbolize a specific sports used a related supplies such as a golf ball or tennis ball, etc to express sports or concept that pursuit each brand. Second, the sportswear brands used the brand logo that represent or symbolize a specific animal, plant and natural world to express a strong spirit of sports and active energy. Third, the sportswear brands used the word mark or symbol that design a brand name in dynamic or speedy typeface to represent a speed and progressive spirit of sports. Fourth, the sportswear brands used the symbols that represent a concrete object, person such as a mast, shield, etc to emphasize the brand concept. Fifth, the sportswear brands used the symbols of a graphic or geometric style to represent the special quality of brand in type.