심볼마크와 로고타입 디자인에 있어서 전통문양 디자인 방법 연구

Abstract

In this information age, symbol mark and logo-type design are already being used for everyday life and all the areas of production as a decisive factor playing an important role in our daily life as a consumer. Through reform and opening up, China began to introduce the concept of symbol mark and logo type while the symbol mark and logo-type design of modern China keeps becoming international day by day. China's problems about the design becoming westernized and social problems as an industrial manufacturer caused the Chinese government to take interest in design. Then, the Chinese government announced its policy for developing cultural tradition in all the realms including design. This thesis originates in wanting to find what is like China in the identity of Chinese enterprises and brands. Since the start of being like China can be found in tradition, actual condition of usage was analyzed on the subject of companies currently in application of traditional pattern to their symbol mark and logo-type. Concrete analysis was derived through survey as to whether enterprises are using China's traditional pattern in their symbol mark and logo-type in what fields and what is the problem of the symbol mark and logo-type used. For the survey, of the numerous enterprises in China, personal interview was conducted by selecting the two industrial complexes of culture and creation, which are drawing the largest number of outside tourists and also under intensive development by the Chinese government. Results of the study are as follows: First, though there are so many of China's traditional patterns available for symbol mark, they were chiefly in the patterns of plant, cloud and animal until now. Second, according to the results of analysis and survey, plant patterns for symbol mark, and plant patterns and transformations in the stroke of Chinese characters for logotype, chiefly appeared as China's image. Third, symbol mark design in traditional pattern using scamper technique showed a sufficient possibility. Fourth, the actual design in scamper technique proposed in this thesis is very useful as an objectified design tool. Proposed application of the three-step scamper as a peer born from the lotus (Yeonsaengguija), peony life with wealth and rank (Booguimokdansoo) and wealth and rank for all generations (Booguimandae) shows a new possibility for symbol mark design. This way of proposing the symbol mark using the traditional pattern is to solve the problem of the same traditional patterns used repeatedly and continually without originality and difference in an effort to get out of the stereotyped, westernized logo-type and symbol mark as a means to accomplishing the development of cultural tradition advocated by the Chinese government. In the process of this study, there are limitations in failing to deal with some detailed items based on social, cultural and ethnic backgrounds and color elements with emphasis. Still, it is considered that, by proposing the design method not proposed in the existing studies, this study will be of practical help to developing design in the Chinese society.