우리나라 도시 로고의 특성 및 효과 탐색 연구

초록

The purpose of this study is to examine the visual characteristics of logos in South Korean cities and to investigate individuals' cognitive, affective, and behavioral responses to the city logos. As a major visual symbol representing the city's identity, a city logo is often presented in various channels and vehicles. An analysis of 162 city logos showed that the amount of city logos in the iconic/indexical mode (53%) was larger than those in the symbolic mode (40%) although the number of symbolic logos was not ignorable. A huge similarity was found because the vast majority of iconic/indexical logos represented the natural objects, such as mountain, river/sea, and the sun, which blurred the city's own characteristics and identity. Depending on the three logo types (symbolic, iconic/indexical, and typographical), individuals' responses (e.g., correct recognition, affection, intention to visit the city, etc.) were analyzed. Based on the results, a guideline for and insights into the effective use of city logos are discussed.

키워드