• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.679-694
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• 2012

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.

• Journal of Fashion Business
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• v.13 no.2
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• pp.1-16
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• 2009

The purpose of this study was to analyze the signification system between logo and brand image systematically in imported fashion luxury brands through semiotic approach. For this purpose, 29 luxury brands were selected from 3 department stores. According to the visual characters of logo, the types of logo used in the imported fashion luxury brands were classified into three types and the results of this study were following : First, the luxury brands used the brand logo in common that represent the name of founder or fashion designer to deliver the character of company's own brand and to emphasize the spirit of a craftsman. Second, the luxury brands also used the brand logo that design the brand initial in symmetry of the right and left or top and bottom to emphasize a unique spirit of the brand. Third, the luxury brands used the brand logo that represent or symbolize a specific animal or object to express the special quality of the brand in descriptive type. Forth, the luxury brands used the most frequently black color in brand logo that symbolize a perfection, immortality and solemnity, etc.

• Journal of Families and Better Life
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• v.27 no.4
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• pp.67-80
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• 2009

Most consumers prefer certain brand logos of cosmetics in accordance with their cognized brand image and self image. In other words, consumers select particular brands from various brands in the market based on their image. The purpose of this study is to find out which factors affect a consumer's attention of cosmetic brand logos. The brand logo that has an abstractive image, sign, and brand pursues the consumer who purchases the cosmetic product and image. The semistic analytic method of pierce was used. The major findings are as follow. 1) The image of the logo of a female consumer is a significant difference in the educational level variable. The result compares, according to marital status and educational level, the traditional characteristic from the logo of the image. 2) There is a significant difference in the logo type. It follows the educational level variable in female consumers. The result compares a preference by inserting a picture in the logo. A high preference appears based on age, marital status, occupation, and income. 3) There are significant differences in demographics school register with attitude of the logo. It follows the attitude that appeared about in age. Finally, when examining closely the effects between cosmetics' brand logo and logo's implications, there are significant differences in the income level, educational level, age, and marital status. The feminine consumer tends to prefer accordance between the cosmetics brand logo and the logo's implications.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.1
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• pp.141-154
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• 2015

The purpose of this study is to look for a development plan for strategic brand logo by a means of scrutinizing general characteristics and trend in the visual properties of outdoor logo brands. In this study, data research and analysis were conducted over the 68 outdoor brands in circulation in the domestic market based on the information on the website of each brand in order to examine the visual characteristics of an outdoor brand logo. For this, it was performed to examine the desired brand concept of each brand and to analyze the visual characteristics of typeface, color, and type of logo. The results of this research are the followings: First, it was found that the most popular typeface in outdoor brand logos is a capitalized Gothic type. It seems that the logo type is designed to symbolize power, toughness, and masculinity and to express the concept of sportswear brand. Second, when it comes to color, black color tone appeared most frequently, and also reddish colors among chromatic colors were prevailing over others like green, blue, or yellow. It is believed that reddish colors were used to express passion, power, youthfulness, and energy; black color tone for tough, masculine power. Third, the logo symbol of outdoor brands mostly contains mountain, the heads of powerful animals, spherical shape/abstract image that embodies outdoor sports activities. It was analyzed that these resulting symbols were chosen to convey the images of nature, conquest, challenge, future, and passion that are the brand concept of most outdoor brands. Today, in our country, the logo of an outdoor brand is the important factor that symbolizes the brand concept, function, or characteristics. Therefore, the necessity of constant follow-up researches is required to devise the way of designing the brand logo that can build brand power and enhance brand image.

• Journal of Korea Multimedia Society
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• v.23 no.9
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• pp.1210-1218
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• 2020

This study selected brand logos of six South Korean and Chinese banks including KB, IBK, SH, ICBC, ABC, and SISB, conducted Eye Tracking experiment among 36 South Korean and Chinese university students(Nine male and female students, respectively), and analyzed the difference of visual attention of consumers on bank brand logo, symbol, Korean/Chinese character logo types as well as the difference of visual attention of these consumers on English logo types. Results were represented by using statistics and visualization including GAZEPLOT, HEATMAP, and visual expression. Results showed that most generally gazed logo types more often and longer than symbols when they watched bank brand logos. A slight difference was observed between both groups in terms of gazing English logo types. This study has a implication that it proposed the possibility of drawing quantitative and reliable outcomes by utilizing eye tracking device and approaching in an objective standpoint beyond a methodological aspect on bank brand logo primarily leaning over the analysis of case research or design development. Moreover, findings are expected to serve as basic data for proposing the direction of special bank brand logo design and marketing strategies.

• Archives of design research
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• v.19 no.2 s.64
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• pp.151-162
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• 2006

The purpose of this thesis is to upgrade brand logo's equity by objective and professional evaluating tool. A brand logo is the main factor in making brand equity, but many times a brand logo is decided without objective judgment because making a logo is considered an intuitive process. To minimize the poor judgment by non-experts, a brand logo needs objective numerical grading tool. Thus, a brand logo is a factor in making a brand identity, not only brand image. That is why brand logo must be chosen by an expert's object judgment. The concrete method to obtain a objective, and at the same time professional grading tool which can De used for the developing and verifying process for a brand logo is as below-first, considering brand judgment from various angles through existing literature, I found various logo grading factors and then extracted them with professional identity designer's subjective consideration. second, applying extracted factors to actual logo grading, verify as a efficient design management tool

• The Research Journal of the Costume Culture
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• v.14 no.2
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• pp.177-191
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• 2006

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.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.76-89
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• 2011

The first purpose of this paper is to design brand logo sign analysis frame, 'SCoL'(Analysis frame of signification and communication for the brand logo). It has semiotic view and communication function. And the second is to prove propriety of the suggested frame by application to social media brand logos. The SCoL frame is based on 4 features of logo sigh to have analytic consistency. Also, it covers whole semiological process with index, icon, symbol as signification understanding and reach communication step with Jakobson's theory. As the results, the findings are follow; The SCoL frame can be useful to get comprehensive semiotic understandings and communication functions about logo signs. The social media brands build their own meaning area with logo signs and they depend on different communication function.

• Smart Media Journal
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• v.12 no.5
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• pp.111-121
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• 2023

The purpose of this study is to find methods for logo renewal design according to the brand life cycle, considering the logo as an important visual tool that represents the brand identity in terms of brand management. This study was conducted through literature study on brand life cycle and brand renewal strategy, an expert survey on logo renewal design, and logo analysis of 35 food and beverage brands with statistical data to determine brand life cycle. The results of the study are three. First, the four stages(introduction, growth, maturity, and decline) of brand life cycle characteristics and renewal strategies were derived. Second, four brand renewal strategies(partial change, total change, repositioning, new image creation) and methods for logo renewal design were proposed based on the life cycle of the brand. Based on this, renewal characteristics for each life cycle were proposed. Third, visual elements of identity that are important depending on the brand life cycle and brand renewal strategy were found. It was found that the addition and subtraction of graphic elements and change of color tone are important in the partial change strategy of the growth period and maturity period, and that the change of signature color is important in the repositioning strategy and the creation of the new image.

• Journal of Fashion Business
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• v.3 no.4
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• pp.103-112
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• 1999

The purpose of this study is to investigate the various expressions in fashion design using logo. For this study, fashion magazines such as Vogue, Elle, WWD, Hi Fashion, Mode et Mode, Fashion News, Collezioni were analyzed. A corporate identity consists of the logo and name owned by a company together with the rules and guidance on how these are to be used, for example in printed material such as letterheads, catalogues and reports, in advertising, marketing and promotion, and on produsts and services. Logos provide the bedrock for the development of corporate identities, for the evolution of commercial brands, and for the nurturing of corporate culture. Logo is a primary means of communicating corporate values to customers and designers. It represents an asset of incalculable value, because it has been consistently maintained and protected over the years. The logo is the cornerstone of the company‘s image and the style of a logo or products name must harmonize with the feeling of the product or brand image. Fashion designers today are using their logos in different forms of communication. It is common to see a brand’s logo proudly emblazoned the classic chic garments as well as accessories such as bags, shoes, caps. The consumer, then becomes a ‘walking ad’ for the brand.