The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The fashion brand logo development and design application - Focused on L fashion -

패션브랜드 로고 개발과 디자인 적용 - L패션을 중심으로 -

  • Shin, Nam-Jin (Dept. of Clothing Science, Seoul Woman's University) ;
  • Lee, Keum-Hee (Dept. of Clothing Science, Seoul Woman's University)
  • 신남진 (서울여자대학교 의류학과) ;
  • 이금희 (서울여자대학교 의류학과)
  • Received : 2012.06.14
  • Accepted : 2012.08.01
  • Published : 2012.10.31
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Abstract

The purpose of this study was to develop a logo type for a new fashion brand and to present design cases that apply the relevant logo type to suggest an advisable direction for logo design. This study analyzed the logo designs of domestic and foreign fashion brands and used the data to develop a logo type for a brand name that reflects the concept of the newly launched brand, in addition to presenting the relevant design process and method. Besides a literature review, this study conducted case analyses of domestic and foreign fashion brand logos. This is an empirical study in which researchers developed a logo type and presented designs that applied it. The research results are as follows. The brand name of the new L Fashion brand in Korea is 'LEAY'. This study developed a logo using the initials L, E, A, and Y, each standing for life, love, and liberty; esteem, eternity; act, art; and youth. The Caslon type font, which evokes a casual yet modern sentiment, was used for the design. Cleats and zippers, which are decorative subsidiary materials used in labels, tags, shopping bags, clothing, and props, were applied in the design of the developed logo type. All design cases was produced into articles. The case of fashion brand logo design and development presented in this study implies that the development of fashion brand logos and the logo-applied product design must be tied to the launching and planning process; thus, logo development must be based on the brand concept in relation to the market entry strategy that satisfies both producers and customers.

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References

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