안경원 브랜드의 디자인아이덴티티에 관한 연구

The purpose of this study was to analyze the design identity visual elements of optical shop brands inorder to provide objective data necessary for optical shop brands' design development. Methods: This studyexamined the design identity concept of the optical shop brands and analyzed visual elements of brand designidentity with a focus on the symbols of domestic franchise optical shops, type of a symbol mark, representationstyle of logo type, color usage, use or non-use of character, etc. Results: Many symbols were directly associatedwith the eyeglasses, such as eyeglasses and eyes, face and iris. Along with that, letters or figures were alsoobserved. For the type of symbol, most types were found to have the designs that took spherical and word markshapes. Particularly, the word mark type had English words more often than Korean words. For logo types, thegothic format was dominant. In relation to the thickness of letter, thick boldface type was commonly used. Thecombination of 2 degrees was the color frequency used most often in the optical shop brand design. For thefrequency of color usage, black and red colors were used most often. Particularly, the orange color, as well as theblack color, was also often used for the main color of symbols or logo types. Meanwhile, the characters wereused only in some optical shop. Most characters were animals and expressed in the cartoon and graphical forms. Conclusions: Typifier, symbol mark, logo type, color, and character are the elements forming the basicdevelopment system for brand design identity. Systematic design is needed which clearly ensures the function androle along with the mutual consistency as a important visual component of the optical shop brand.