Domestic municipalities have promoted the construction of regional brand in order to vitalize regional economy from 1990s. This somewhat balanced economic imbalance among regions, but also damaged regional identity being made by chaotic brand development. Hence, this study aims at investigating brand status, and considering the ways to building regional identity. Brand is composed of linguistic component and non-linguistic component. Between these two components, we focused on the latter component by the view of design. Municipalities are generally aggressive to develop the symbol marks or city and co-brands, but there are few of municipalities that have all of them. Our study targeted municipalities that have all of them, and analyzed formativeness of their relation by colors and patterns. In colors, Jejudo applied the same color to all subsidiary municipalities, and all of them use similar colors, or use the same components. On the other hand, each municipality except for Gyeonggido only uses 30% of the same color, so the relation by components is very low. Brand making based on regional identity will make municipalities easier to develop another brand, and to manage brands whole and effective. Therefore, it is necessary to complement partially brands through strengthening connectivity, and to come up with how to use brands together. As regional brand will be pushed actively, we hope that this study gives a direction for the pragmatic and whole plan of the brand development.
발행일 : 2011
발행지 : 기초조형학연구, 12권 5호
페이지 : pp.543-551
발행기관 : (사) 한국기초조형학회