디자인 아이덴티티 프로그램의 구성 및 관리 전략

Corporate Identity(CI) is an effective means for a firm to reach a management goal. Thus, the importance of CI is increasing these days. CI includes CI which reflects the core firm philosophy, Brand Identity(BI) which uses the CI at the brand level, and Design Identity (DI) which makes the differences or maintains the consistency by the products. DI facilitates the visual unity of the products through its immanent philosophy and delivers the coherence messages to customers. DI supports the designer that applies the corporate philosophy to create his or her own shape. Hence, DI and DIP (Design Identity Program), a management system of DI,are essential. Comparative reviews of characteristic firms regarding DI products and DIP, in this case electronics, clothes and shoes, and automobile goods, are conducted. Every firm has something in common, such as the design philosophy, design language, and design keywords that exist in several firms. The management structure of these elements is divided into an inner, an outer system and a, DIP improving system. The inner system makes and maintains the design philosophy, language and keywords. The outer system publicizes the design philosophy to establish its DI. The DIP improving system reflects the trends and, the creates a guideline to distribute and apply them widely.