아이덴티티 디자인에서 내러티브에 관한 연구 -로고디자인과 미디어 변화에 따른 디자인 방법론을 중심으로-

Today, the rapidly changing media environment has an effect on overall change in communication methods with our lives. Similarly, in identity design, various ways has been tried to fulfill the new environments and consumer’s desire for fun and unique experience. In this study, I propose a narrative representation in identity design methodology to meet the diverse environments and to enable the effective communication of consumer and brand. If the concept of narrative and visual language are combined, immediate and easy communication is possible and the relationship between consumers and brands is build. Therefore Identity design with the narrative approach increases the competitiveness in building the brand image and differentiate. In particular, the interaction of new media allows participation and involvement of consumers to create a rich narrative without being fixed. Applying the narrative identity design method can provide more brand experience and deliver rich means. This study by combining a narrative approach to identity design explores ways for the utilization as a brand differentiator. Investigate the narrative representation of the identity design according to development of media and find out the possibilities which is an effective design methods to induce an interest of the consumers in a media environment that continues to develop.