지역브랜드 디자인 요인의 중요도 평가 연구

(Background and Purpose) Local brand development enhances the regional image and competitiveness by recognizing a specific region or its representative products as special brands. Promoting the region through short phrases and visual images that convey information about the region helps people easily understand the characteristics of the region and retain the image of the region in their memories for a long time. However, in the development of local brands that are currently being developed in each region and village, the standards for design elements are incomplete. As the management methods are different in local governments and villages for developed brands, important factors and management plans for brand development are necessary. In this study, problems that arise in developing and operating regional brand designs are examined, and elements that should be reflected as important are derived and proposed. (Method) After examining previous studies related to regional brand design and researching and organizing the contents of task instructions for local brand-related projects announced in the national marketplace over three years, items related to the development and operation of regional brand design were derived through a review by a group of experts. Based on this, a survey was conducted on public officials related to architecture and design; experts in the fields of urban planning, architecture, and environmental design, as well as problems and important items that occur in the development and operation of local brand design, were identified, and future development and improvement plans were presented. (Results) In this study, “maintenance” showed the most responses as a problem and improvement item of the current situation that experts think of in developing and operating local brand design. Local brand development projects are being actively conducted within each local government as part of the urban regeneration New Deal policy to revive the economies of rural fishing villages. In addition, it is necessary for local residents to take the lead and continuously participate. To maximize the effect of the local brand business through active publicity activities, education, financial, and technical support for this are necessary. “Design development (shaping)” was also often pointed out as a problem. Therefore, it is necessary to develop a differentiated design concept that considers the regional conditions. (Conclusions) The development of a local brand with identity through the discovery of differentiated resources suitable for local conditions and characteristics, as well as a practical strategy for marketing and maintenance led by local governments and cooperation among residents must be carried out.