[Article] Analysis for the improvement of Kumho Asiana Airlines identity

In 21 century, there are significant emphases on the 3D (DNA, Digital, Design) design. Especially, in our present life, the value of design is increasing, also, design is no longer representational design, rather it acts as a strategy for business plan to emphasis on their identity. Also, the world CI (Corporate Identity) is the most common word for business cooperation to improve on the business identity. CI is not just the symbol mark or logo for the cooperation, but it is the most important aspects to create self actualization on the business. CI is the short term for the Cooperate Identity of business, or public organization and further it has a meaning on the specific group's goals, activities, and notion in the bigger picture. CI can be separated in to three different parts that contains Mind identity, Visual identity and Behavior identity. Through out accepting new cooperation identity, we can expect increase of income, and workers mind. This research is focuses on the analysis of VI that is part of CI, and analysis on the impact of the consumer from cooperation point of view. I am going to analysis on impact of the symbol mark, and colors on cooperation. Also, I am going to focus on the relationship and impact on the brand identity that has influence on the cooperation identity. Through out analysis and comparison on the Kumho Asiana Airlines and foreign airline, I am going to provide the brand image that can be accepted from world. The analysis and result from the survey, Kumho Asiana Airlines has changed the their brand identity to change their business identity; however, it has negative impact from the customers, and compare to other airline, their CI has failed on the reading their LOGO, therefore it could not represent their concept that well. Therefore, symbol mark design has significant impact in order to improve on their business identity.

 

발행일 : 2006.12
발표지 : 브랜드디자인학연구, Vol.4 no.2 통권 제7호
페이지 : pp.73-90
발행기관 : (사)한국브랜드디자인학회