국내 프랜차이즈 안경원 브랜드의 비주얼 아이덴티티(VI) 체계 현황 분석 연구

Purpose: This study aimed to analyze the current state of the visual identity (VI) systems of optical shop brands to highlight the need to develop brand images and to provide foundational data for future design development. Methods: Based on the information posted on the official websites of domestic franchise optical shop brands, the analysis focused on the presence of VI systems, menu names, the titles of VI systems, and the contents of the basic system and application system. Results: More than 50% of the optical shops provided brand introductions on their websites. The most common main menu title for brand introduction was the Korean·English brand name. The most frequently used secondary menu title was ‘Brand Introduction.’ The titles used for VI systems varied, ranging from ‘Word mark’ to ‘Brand name’ and ‘Brand name story’. In terms of the VI basic system contents, the introduction of the ‘Brand meaning’ was the most prevalent. Slogan signatures were the most common in symbol·logo signatures. The most commonly presented visual elements included the English logo, symbol·logo combinations in both Up·Down and Left·Right signatures, and Korean symbol·logo in the Left·Right signature, all appearing with equal frequency. Conclusions: When a VI that reflects the characteristics of the industry and the unique identity of each optical shop brand is developed and effectively promoted to users, it can strengthen and establish the brand image of the optical shop.