• 복식문화연구
• /
• 제20권5호
• /
• pp.679-694
• /
• 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.

• 한국의상디자인학회지
• /
• 제17권1호
• /
• pp.141-154
• /
• 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.

• 한국멀티미디어학회논문지
• /
• 제23권9호
• /
• pp.1210-1218
• /
• 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.

• 디자인학연구
• /
• 제19권2호
• /
• pp.151-162
• /
• 2006

이 연구의 목적은 브랜드로고의 가치를 타당성 있는 평가방법을 통하여 객관화하고 이에 따라 브랜드로고의 역할과 브랜드이미지 기여도의 중요성을 부각시켜 궁극적으로 브랜드로고의 존재가치를 향상시키는데 있다. 브랜드 아이덴티티의 이미지를 형성하는 핵심요소라 할 수 있는 브랜드로고는 주관적인 요소로 간주되어 그 가치를 객관화할 수 없는 것으로 간주되어 왔다. 이러한 인식은 로고의 결정과정에서 전문적인 프로세스 없이 경영진의 주관적이고 순간적인 판단으로 이어져 브랜드이미지에 좋지 않은 영향을 주는 것은 물론 브랜드로고 자체의 가치를 하락시키는 결과를 가져오게 된다. 이러한 비전문가의 주관적 판단에 따른 잘못된 선택을 최소화하기 위해서 브랜드로고는 객관적으로 수치화 된 평가의 틀을 필요로 한다. 또한 브랜드로고는 현재의 이미지보다는 미래의 이미지에 초점을 맞추어 개발되어야 하므로 일반인들의 선호도에 의족하기 보다는 전문가의 주관적 판단을 객관화시킨 평가에 의해 결정되어야한다. 본 연구는 로고를 개발하거나 최종안을 선택 할 때 현업에서 발생하는 디자인에 대한 판단을 가능한 객관적으로 비교 평가할 수 있도록 로고의 개발과정과 검수과정에서 객관적이면서 동시에 전문적인 측정모형(가칭: GradingLogo)을 제시하고자 한다. 또한 제시된 측정모형으로 실제 로고평가에 적용하여 그 효과를 검증해 보고자 한다. 본 연구의 구체적인 방법은 다음과 같다. 첫째, 기존문헌을 통해 로고평가에 대하여 고찰 후 전문 디자이너의 주관적인 인식에서 로고평가항목을 발견함으로서 좋은 로고를 결정짓는 모델을 구체화시킨다. 둘째, 도출한 평가기준을 실제로 로고평가에 적용하여, 로고디자인의 기준에 대한 각 차원의 중요도를 논의하고, 디자인 경영의 효과적인 도구로서의 기준을 제시한다.

• 한국의류학회지
• /
• 제37권4호
• /
• pp.482-490
• /
• 2013

This study suggests a suitable logo design application of a three colors LED light source and flexible plastic optical fiber (POF). In this study, characteristic relevant brightness of (according to the embodiment conditions of the flexible POF for logo design) for smart clothing were analyzed through two experiments. The suitable conditions of the logo design for three colors of light source were observed in 'Experiment 1'. The angle of $80^{\circ}$ to $100^{\circ}$ and the length of 8cm to 16cm appeared a more suitable condition for green-colored and red-colored light sources. The angle of $80^{\circ}$ to $100^{\circ}$ at a length of 8cm to 12cm appeared a more suitable condition for a blue-colored light source. In 'Experiment 2', a 'Klavika' in small letter was selected as suitable logo design for the application POF. The alphabet was separated by a morpheme, which is the minimal linguistic unit. All alphabets were classified into sixteen morphemes. The luminance of fourteen morphemes (realized by the embroidery method) were measured and analyzed. Subsequently, eight morphemes appeared to show a relatively equal luminance of $3-4cd/m^2$ in a green-colored light source, $2-3cd/m^2$ in red-colored light source, and $2cd/m^2$ in a blue-colored light source. Four of the fourteen morphemes, showed a 20% brighter level of luminance compared to the eight morphemes above, the cast of combination of green or red light source. This result indicates that a flexible POF with 20% less luminance are believed more suitable for four morphemes combined with a green or red light source. The results of this study provide fundamental data for further approaches to clothing logo design for the application of a flexible POF.

• 한국수학교육학회지시리즈D:수학교육연구
• /
• 제15권1호
• /
• pp.1-14
• /
• 2011

Logo has influenced many researchers and learners for the past decades as a 20 turtle geometry environment in the perspective of constructionism. Logo uses the metaphor of 'playing turtle' that is intrinsic, local and procedural. We, then, design an environment in which the metaphor of 'playing turtle' is applied to construct 3D objects, and we figure out ways to represent 3D objects in terms action symbols and 3D building blocks. For this purpose, design three kinds of representation systems, and asked students make various 3D artifacts using various representation systems. We briefly introduce the results of our investigation into students' cognitive burden when they use those representation systems, and discuss the future application measures and the design principles of Logo-based 3D microworld.

• 감성과학
• /
• 제15권3호
• /
• pp.355-366
• /
• 2012

This paper analyses the sensory responses of Chinese female consumers towards different designs of perfume bottles with particular attention to the existence of logos on them. We used total 40 samples of the perfume bottles, 20 with logos on them and 20 without, and the results show that young Chinese female consumers prefer simple designs over complex designs that contain different types of free curves with vivid colors. In addition, the existence of logos on bottles was found not to change the responses significantly, meaning that the logos on bottles do not affect sensibility of Chinese female towards perfume bottles. A logo's impacts on the bottle depended in part on the bottle's color and shape. Overall, a perfume bottle with simple shapes and light colors became regarded as more resplendent when the logo was added, but a bottle with more complex shapes and vivid colors tended to become regarded as plainer after adding the logo. This shows that a logo serves as a conciliatory element in the impression of the whole bottle in the 'resplendent-plain' category.

• 감성과학
• /
• 제15권4호
• /
• pp.469-476
• /
• 2012

본 연구의 목적은 유연 광섬유의 스마트 의류용 로고 디자인을 개발하기 위한 디자인 지침을 도출하는 것이다. 로고 디자인을 위한 지침 도출의 기준은, 첫째 광섬유 전면에 걸쳐 적절한 밝기 정도를 나타내는지의 여부, 둘째 광섬유 전면에 걸쳐 비교적 균일한 밝기 특성을 나타내는가 등이었다. 이를 위하여, 실험 1에서는 광섬유사의 각도 변화와 길이에 따른 유연 광섬유의 밝기 특성을 분석하였으며, 실험 2에서는 실제 의류용 로고 디자인을 위한 지침을 도출하기 위해, 알파벳 대문자의 주요 형태소 등의 유연 광섬유 밝기 특성을 분석하였다. 두 개의 실험 결과를 토대로 하여, 유연 광섬유로 구성된 의류용 로고 디자인을 위한 지침과 제한점을 도출하였다.

• 패션비즈니스
• /
• 제3권4호
• /
• pp.103-112
• /
• 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.

• 한국콘텐츠학회논문지
• /
• 제15권7호
• /
• pp.500-510
• /
• 2015

본 연구에서는 체면민감성이 명품브랜드의 로고 사이즈 선택에 미치는 영향에 대해 살펴보았다. 이 연구를 수행하기 위해, 루이비통과 가격이 좀 더 저렴한 코론을 명품 브랜드로 선정하였고, 각 브랜드마다, 형태, 색상, 크기 등 외관상 구별이 되지 않는 제품에 세 가지 유형의 로고를 설계하였다. 첫 번째 종류의 제품에는 로고가 없으며, 두 번째 종류의 제품에는 사이즈가 작은 로고를, 세 번째 종류의 제품에는 사이즈가 큰 로고를 부착하였다. 본 실험에 총 115명이 참여하였으며, 참가자들은 20대로 구성되었다. 연구의 주요 결과로 루이비통의 경우 창피의식성 체면과 타인의식성 체면이 브랜드 상표 사이즈 선택에 영향을 주었으며, 코론의 경우도 창피의식성 체면과 타인의식성 체면이 브랜드 사이즈 선택에 영향을 미치는 것으로 나타났다. 더불어 남 녀 간 체면민감성 차이는 없었고, 루이비통의 로고사이즈 선택에서 유의한 차이가 있었다.