도시브랜드 이미지 제고를 위한 광주광역시 전용서체 디자인 개선 방안에 관한 연구

Abstract

과거에는 국가를 성장시키고 발전하기 위한 방안으로 국가 중심의 브랜드 가치 향상을 가장 큰 목표로 여겨 왔지만, 현재는 ‘지역과 도시의 경쟁력이 곧 국가의 경쟁력을 좌우한다’는 인식하에 도시가 그 중심으로 떠오르고 있으며 도시의 브랜드 가치를 더욱더 중요한 요소로 인식하는 패러다임의 전환이 이루어지고 있다. 이에 따라 세계화에 대응하여 경쟁력 있는 지역의 특성화 전략이 필요한 시대가 도래하였다. 최근, 이 같이 치열한 경쟁 환경 속에서 살아남기 위한 중요한 생존 수단으로 도시브랜드 아이덴티티의 구성 요소 중 하나인 전용서체의 개발이 활발하다. 기업을 시작으로 한 전용서체는 기업의 브랜드 정체성을 소비자들에게 각인시킴으로써 경쟁력 강화 수단으로서의 훌륭한 도구 역할을 수행한다. 이와 같은 맥락에서 지자체 전용서체는 도시의 브랜드 정체성을 시민들에게 인지시킴으로서 타 도시와는 차별화되는 경쟁력 강화 수단으로의 훌륭한 도구 역할을 수행한다. 이는 시민들에게 도시의 이미지를 긍정적으로 변화시키는 효과를 지니며, 결국에는 많은 사람들이 도시를 찾도록 하며, 궁극적으로 도시의 관광효과를 증진시키는 효과적인 수단이 된다. 광주광역시는 상징물 개발과정에서 대표 상징물인 심벌마크, 캐릭터 등과 함께 로고타입 형태의 전용서체를 개발하였다. 타 지자체들이 전용서체의 중요도를 미리 파악하고 자신들만의 경쟁력을 갖기 위해 개발 과정에서 진지한 고찰 및 다양한 연구를 통해 의미있고 다양한 서체를 제작 및 배포하는 반면, 현재 광주광역시 전용서체는 상대적으로 미흡한 부분이 많다. 이에 따라 광주광역시 도시브랜드 이미지를 강화하기 위한 수단으로 독창성 및 차별화 전략을 통해 경쟁력을 높여야 할 필요성이 있다. 따라서 본 논문에서는 전용서체을 통해 통합된 아이덴티티를 구축하여 도시 정체성을 높이고, 도시브랜드 이미지를 제고하기 위하여 광주광역시 전용서체 디자인의 개선 방안을 위한 연구의 개발 방향을 제시하고자 한다.|National brands in the development process of the country's past growth process has a larger goal. Twenty years after the resurgence of local governments, in the 21st century, the global era, regions and cities surprise the world through competition from neighboring countries. As a result, beyond the concept of a nation, the paradigm shifts to recognize the brand value of the city as a more important factor. This has led to the era of the need for a strategy to characterize competitive regions in response to globalization. Everyone is looking for strategies and ways to survive in fierce competition, according to recent trends, one of the components of brand identity, exclusive fonts, has emerged as one of the biggest buzzwords among corporate success strategies to survive in numerous competitive environments, and at the same time, it has become an important means of survival. Dedicated typefaces, starting with corporations, play an excellent role as a means of strengthening competitiveness by engraving the brand identity of the company to consumers. This leads to a desire to purchase by delivering a familiar image to consumers, which in turn leads to an increase in sales of the company. The development of fonts for municipalities also takes place in this context. The fonts for the municipal government play an excellent role as a means of enhancing competitiveness different from other cities by recognizing the city's brand identity to the citizens. This has the effect of positively changing the image of the city to the citizens, and eventually leads to the result that many people seek the city. Ultimately an effective means of promoting the city's tourism effects. In June 2000, Gwangju Metropolitan City developed a special type of logo in the form of a logotype together with symbol mark and character, which are representative symbols in the process of symbolic development of Gwangju Metropolitan City. However, the special fonts of Gwangju city were developed in the form of pictograms, which caused the problem that they could not be properly used in the digital device environment. For this reason, in 2017, about 20 years after the year in which the font was developed, it was redeveloped into a digital typeface and redistributed for use by many. Nevertheless, there are various problems such as lack of trends, lack of design of various fonts, lack of symbolism, lack of originality and differentiation. Many municipalities are aware of the importance of the development of dedicated fonts, and clearly distinguish them from those that do not spare investment for the development of differentiated dedicated fonts. Therefore, the following researches were carried out in order to propose design direction for Gwangju Metropolitan City 's font design study to enhance urban identity and city brand image. Based on the theoretical background and the analysis of the requirements of the font design for the local government derived from the previous research, seven cities (Jeju Special Self-Governing Province, Gyeonggi Province, Jeollanamdo, Suncheon City, , Pocheon City, Asan City, and Goyang City) were selected and a questionnaire including the fonts for Gwangju metropolitan city was also conducted. Based on the results of the analysis, we will investigate the problems of font design for Gwangju Metropolitan City, and propose it as basic data for improvement plan and supplement. With the opening of the Asian Cultural Center, Gwangju Metropolitan City will firmly establish its status as a "cultural capital Gwangju" and aim to become an Asian cultural center. They are also working hard to successfully carry out large-scale international events such as the FINA World Swimming Championships Gwangju 2019. I hope that it will be helpful as a basic material to build an integrated urban brand identity through the improvement of the special typeface design and to carry out the effective function to improve the city brand value of Gwangju through this.