• The Journal of the Korea Contents Association
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• v.7 no.1
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• pp.207-214
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• 2007

Symbol mark started with expressing the symbolic form through the long history of human beings, in order to transmit self or group's life and thoughts, and since the Industrial Revolution, symbol mark has beer used for the business activities of enterprise, along with the acquirement of term 'CI'. The symbol mark design of A.E.G, designed by Peter Behrens in 1907 is the onset of symbol mark in the CI concept, and the concept of CI and symbol mark was introduced to our nation in the early of 1970s. Since then, until now, CI has reflected the phase of the times as a key factor of CI, while repeating numerous changes, and recently, it is a state that the expression methods of symbol mark have been varied with the popularization of trend, appealing to emotion in the whole society and culture. Accordingly, this thesis examines the corporate symbol mark through the portfolio of representative CI specializes companies from the introduction period of CI to the present, and analyze the features of the time in order to present the basis of the direction of symbol mark design for the creation of future corporate images.

• Journal of Intelligence and Information Systems
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• v.7 no.2
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• pp.129-141
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• 2001

Kansei engineering or image technology is a tool to analyze relation between product design components and the impression or feeling of human for physical products. This paper attempts to construct the designer\`s aid tool for developing corporate identity(CI) symbol mark based on the hybrid Kansei engineering. It combines the forward Kansei engineering for translating consumer\`s feeling into design components of CI symbol mark and the backward Kansei engineering for evaluating consumer\`s feeling for CI symbol mark. The semantic differential(SD) evaluation experiment is carried out to find the relations between image and design. The backward Kansei engineering system is modelled by fuzzy neural network. This research is expected to contribute to the development of CI symbol mark that correspond to comsumer\`s image.

• Journal of Korean Institute of Industrial Engineers
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• v.27 no.3
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• pp.305-314
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• 2001

In this paper, we construct an automatic evaluation system of psychological feeling for corporate identity (CI) symbol mark based on a fuzzy neural network technique. The system is modelled by trainable fuzzy inference rules with several input variables (qualitative and quantitative design components of CI symbol mark) and a single output variable (consumer's feeling). The back propagation learning algorithm, which is a conventional learning method of multilayer feedforward neural networks, is used for parameter identification of the fuzzy inference system. The learning ability to train data and the generalization ability to test data are evaluated for the proposed evaluation system by computer simulations.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.443-450
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• 2016

Korean biopharmaceutical industry is a high value-added industries of the country as a key business strategy of the country. The overseas market is accelerating rapidly due to drug demand according to population aging, new drug R&D investment performance visualization, changes in biopharmaceutical R&D center, strategic foreign technology exports, and the active support of government. Therefore, the domestic pharmaceutical companies also should enhance the competitiveness as global pharmaceutical companies and need to build the image of their own company that can be trusted by consumers. This study compared and analyzed visual characteristics shown in the CI symbol mark and age-specific preferences of domestic pharmaceutical companies recognizing the importance of CI as a marketing tool. As a result, preference for the symbol mark had been shown to be significantly higher preference of the old logotype as the age group is higher being proportional to awareness. In addition, the picture-type symbol mark was totally preferred rather than the word mark. Among the picture-type symbol mark, the form of the nature was strongly preferred rather than abstract form. The company also requires a sense of responsibility for recognizing changes in the mass to the globalization. It is hoped that this study will help to develop symbol mark direction as the basis for the identity strategies to improve the image of domestic pharmaceutical companies with global competitiveness.

• Proceedings of the Korea Society of Design Studies Conference
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• 1998.10a
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• pp.34-35
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• 1998