브랜드 리뉴얼을 위한 캘리그라피 표현기법과 요인 분석 -프랜차이즈 외식업체 ‘김영희 강남 동태 찜’ 사례를 중심으로-

The modern society has a social phenomenon where a design reflecting sensitivity has more appealing power, breaking away from the past consumption culture where any goods with excellent functions were sold much. Calligraphy reflecting such social trend plays a pivotal role in arousing consumers’ sensitivity through dynamicity and various expressions felt in hands. However, increase of designs imprudently using calligraphy caused difficulty in division among businesses and identification of differentiated brand. In this regard, this study analyzed calligraphy expression techniques for designs differentiated from other brands, focusing on the brand renewal case of ‘Kim Yung Hee Gangnam Steamed Frozen Pollack’ – ‘2012 Design R&D Support Project of Small Business Development Agency’. Based on the case, this study divided important elements broadly into power of brush stroke, layout and writing style’s imaging, and then attempted to identify the priority of such important elements through SPSS 18.0 program following the consumer survey. The result showed that the most important element of calligraphy expression technique is a power of brush stroke with line thickness, followed by imaging and then layout. This study expects that the scope of application in brand design using calligraphy can be developed in the future, based on this result.