버네큘러 디자인이 접목된 국내 프랜차이즈 브랜드로고에 관한 연구 - 한국을 방문한 외국인들을 대상으로

Abstract

An ownership of one brand meant much more; it could predict the future economy as well as one’s own cultural self-esteem. All human species contain their own traditional and geographical features which are largely shared internationally through brand logos and other marketing methods. Design Art, in general, embeds aesthetic, daily and traditional emotion to represent its specific era’s humanistic and religious features. One develops its traditional and geographical designs to portray the unique features of their opinion and its people. The main goal of a brand logo, which is to embed, in particular, the past brand logos from all continents, has left its specific traditional features to develop the vernacular meaning behind each logo. South Korea still has been maintained the many ideologies from their ancestors. This has increased the interest for Korea internationally. The research on various country’s brand logo between 50 different OECD nations by National Brand Association and the Samsung Economics Research Institute has placed Korea at 29th in ranking in 2012. Various features in brand logos also act as an important tool for information transfer media. One traditional Vernacular expressions in our modern society can act as an important value to evaluating the emotional wealth and to foresee the historical and traditional bonding between each other. There is an increasing interest in Korea’s economy and tradition internationally. To prove one nation’s identity, including the main reasons behind the advertising success in countries such as Germany, Japan, Italy and France’s national brand logo, research has been conducted to prove it is due to its precise definition of historic identity and its continuous development. As Korea is evolving to a stage where high-added values are more acknowledged, the design identity that solely represents South Korea is urgently required. Politically, Korea is also improving upon strategically developing the marketing processes. In producing brand logos the image has to be impactful enough so that people, despite their nationality, can understand and remember the logo. And in order to do so, the logo needs to be natural and lively. On this note, the brand logo’s historical and geographical meaning will have to be researched thoroughly. To give some impact on brand logo’s credibility, it requires visual image to satisfy the many preferences of the global citizens. Many World linguists are amazed by the Korean written language because of the deep understanding behind its invention. Brand logo holds both the emotional and the rational features. This is because one’s cultural values are embedded in each design. Therefore, this paper examines the traditional and the emotional approach the brand logo these days take, as well as define the possibilities for many of these brand logos to expand overseas.