기업 이미지 관리를 위한 디자인 아이덴티티 사례 연구

This study relates to the design identity to express the corporate image by 'product' as a specific contacts between businesses and consumers. So looked into the concept, characteristics and formation process of design identity, proposed appropriate application method in accordance with a product attributes by comparison study about application cases by types of design identity across multiple product areas. As a theoretical consideration to do this, understood the components and structural relationships of identity and it was derived the relationship between corporate image, identity and case analysis by types was conducted based on the structure and the principles of design identity. The type of design identity has been classified design-driven company type, design identity type of same products family and design identity type of comprehensive product family. And the design identity type of same product family is more classified in details as automotive companies, IT products companies and kitchenware companies. And analysis was carried out based on empirical case. As a result, a type of comprehensive product family observing several attempts for empirical consistency showed a distinct difference, compared to the type of same product family emphasized a functional unity. And it can be seen that all of the components of design identity are required an integrated application. This suggests that the strategy of design identity separated according to product attributes is needed. In the future, I’m hoping to continue a study on flexible design identity of cognitive processes and a type of comprehensive product family related to effective perceptual learning of consumers.