크로스 컬처럴 디자인 관점의 중국 대학 아이덴티티 디자인 연구 -서양(영국·미국)대학과의 심벌마크 비교를 중심으로-

Currently, the world is attracted by a cross-cultural due to globalization and various cultural exchanges. In this era, universities need to systematically deploy their symbol marks by applying the concept of cultural exchange. The study compared the symbol marks of the top 50 British university rankings published by The Times in 2019 and the top 50 American university rankings published by U.S. News in 2019 with the symbol marks of the top 100 universities surveyed by the Chinese Academy of Sciences in 2019. The study analyzed the historical origins and development of the culture design by comparing the symbol marks of Chinese, English, and American universities in terms of shape, component, and color. As a result of the research, the Chinese UI has gone through the stage of imitating the symbol marks of British and American universities then developed and improved by combining Chinese national culture. Based on these analyses, future direction and improvements of across-cultural are as follows. Firstly, universities need to create symbol marks by using their different cultural characteristics. Secondly, we need a fusion of different cultures and Chinese universities' unique ideas and characteristics. Based on these results of the study, we intend to present the possibility of in-depth research by focusing on the conceptual aspects.