문화적 특성의 캘리그라피형 브랜드 아이덴티티 연구 - 프랜차이즈 브랜드 ‘꼬챙이’ 개발 사례를 중심으로 -

Recently, calligraphy draws special attention because it makes us feel personality of the author. In addition, it is widely used in the area of design. In ‘digital culture’ out of many characteristics of modern society, many people prefer calligraphy in analogue mode. In other words, in the sense of expressing and conveying human emotion through formative language, calligraphy has its own importance and value. So, this study intends to analyze the modern trend of calligraphy by examining the history of calligraphy. In order to conduct a study for this purpose, this study examined the history of calligraphy through literatures. Based on the historical review of calligraphy, it carried out comparative analysis on the cases using calligraphy for building identity of ‘KKOCHANGI’ As a result, this study extracted expressive elements for which calligraphy may stimulate emotional sense, and examined which emotional image can be conveyed to customers through the use of calligraphy. Constant interest and application and attempt of design for attribute unique to calligraphy will pursue diversity of expression. Through this, it will become a strong tool of expression in which present and past coexist in the modern design.