자동차 브랜드의 로고 디자인 변화에 따른 디자인 함축적 정보 비교에 관한 연구 - BENZ, BMW, AUDI, VOLKSWAGEN을 중심으로 -

As products are made by companies and brands are made by consumers, there is a flood of companies or brands that are constantly interested in consumers. Symbols symbolizing the brand's image have design philosophy and connotation, and brands that consumers choose represent the person's image, as the word "brand" implies. Now, as more and more consumers demand private cars, imported cars can be seen in various ways. As a result of the big data analysis of the brand reputation report, if you look at the changes in the logo design of Benz, Bmw, Audi, and Volkswagen in Germany, which are consistently preferred in the relationship between consumers and imported cars, you can see the design implications through the origin and characteristics of the brand. In response, the company analyzed the history of the change of the logo containing the design philosophy of the German car brand and grasped the characteristics of the logo design in the 21st century to compare the design implications. In this study, the design implications were compared and analyzed by dividing the major changes in logo design into different points of view for each car brand. To this end, Unit 2 discussed the four brands' logos design philosophy and design differentiation through a literature survey. In addition, the assessment tool, which was presented based on the media philosophy, was used to derive the implicit results contained in the logo design of these brands, and the average value was finally schemed by explaining the meaning space for the survey. The bipolarity in the semantic space of this study requires continuous analysis from a media point of view and will be able to analyze consumer responses by constantly eliciting connotation information that is very important to the role of design.