뉴미디어 기반의 다이나믹 아이덴티티 디자인 개발 연구

Abstract

21세기 현대 사회는 다양한 뉴미디어의 등장으로 사람들의 커뮤니케이션 방식의 큰 변화를 가져왔다. 이러한 변화는 기업에 입장에서 소비자와의 커뮤니케이션 전략을 재수립하는 과정이 필요해 졌다. 기업의 전략 범위 내 아이덴티티 디자인 영역에서도 이런 변화에 영향을 받고 있다. 과거의 고정적이고 일방적인 방법으로 사람들에게 보여주던 아이덴티티 디자인도 기술과 매체와의 상호작용을 통해 다이나믹한 디자인 시스템으로 변모하였다. 고정된 모듈을 기반으로 가변적 표현이 시도된 플렉서블 아이덴티티가 등장 하였고, 쌍방향 커뮤니케이션 환경에서 사용자의 행동을 데이터로 입력받거나 참여를 유도하여 다양한 형태와 의미를 표현하는 인터랙티브 아이덴티티가 등장하였다. 또한, 이러한 현상들을 포괄하는 용어로 다이나믹 아이덴티티가 생겨났다. 그러나 국내 기업들의 아이덴티티 디자인은 이런 변화된 시스템을 활용하는 사례가 해외사례에 비해 상대적으로 소극적 활용에 그치는 현상을 보았다. 이런 현상에 주목하여 본 연구자는 국내기업이 현 사회 트렌드에 적절하게 대응하기 위한 국내 맞춤형 다이나믹 아이덴티티 디자인 시스템 개발의 필요성을 인지하였다. 실질적 디자인 방향제시를 위해 시기적절한 기업 'H'사를 연구대상으로 선정하였다. 연구의 목적은 ‘H’사와 소비자 간 커뮤니케이션 개선을 위해, 뉴미디어 기반의 다이나믹 아이덴티티 디자인 개발에 그 목적을 두었다. 제 2장의 이론적 배경은 미디어의 발전 과정, 현대의 뉴미디어, 아이덴티티 디자인 변화에 대한 선행연구 분석, 다이나믹 아이덴티티 디자인 표현 요소 분석을 하였다. 제 3장의 사례분석에서 다이나믹 아이덴티티 시스템을 활용하여 C.I. 디자인 개발 또는 리뉴얼한 해외 및 국내 사례 다섯 기업을 비교 분석하여 표현 요소에 대한 사용 빈도를 측정하였다. 제 4장에서 기업 ‘H’사 의 기존 아이덴티티 디자인 요소, 경쟁기업 및 소비자트렌트 조사와 제 3장의 결과를 활용하여 디자인 개발을 진행하였다. 연구의 결과, 최종 디자인 개발은 리뉴얼이라는 조건에 따라 기존 ‘H’사의 아이덴티티 디자인의 정신적 요인이 포함된 막대기 형상과 삼색 고정 컬러를 응용하였다. 시각적 표현 요소로 유연성(flexible)과 운동성(motion) 요소를 표현하였다. 유연성 표현은 스타일에 따른 분류에 ‘입체화에 의한 스타일’, ‘모듈에 의한 스타일’을 결합하여 사용하였다. 뉴미디어 기반의 디자인 적용을 위해 우선적으로 ‘시간 따른 변화 – 스토리텔링’을 사용하였으며, 이를 바탕으로 현대의 뉴미디어에 활용 가능한 응용디자인 시안에 적용하였다. 또한 스마트폰을 통한 응용디자인에서 ‘사람의 손가락 자극에 대한 반응’을 활용하여, 심벌의 모듈디자인에 따라 변형, 저장을 가능케 함으로써 행동적 표현 요소를 사용하여 표현하였다. 이 연구를 통해 기업 ‘H’사가 국내 시장을 선도하는 기업인만큼 국내 아이덴티티 디자인 발전, 뉴미디어 기반의 소비자 커뮤니케이션 환경 조성에 기여하는 세계 최고의 디자인기업이 되길 바란다. 더 나아가 다이나믹 아이덴티티 디자인 시스템이 다양한 분야의 국내 기업의 아이덴티티 디자인에 시기적절하게 활용되어 지길 기대해 본다. | In the 21st century, the emergence of various new media has changed how people communicate drastically. Due to such changes, companies have needed the process to reestablish their communication strategy with consumers. The identity design area within the corporate strategy is also affected by such changes. The identity design that used to show consumers the corporate identity in a fixed and general way in the past has been changed to a flexible and dynamic design system through interactions with technology and media. Flexible identity, for which variable expressions are attempted on the basis of fixed modules, and interactive identity, for which various forms and meanings are expressed in the bidirectional communication environment by receiving user behaviors as input data or guiding users to participation, have emerged. Also, a term, dynamic identity, has been created to encompass all these phenomena. However, identity designs of companies in Korea have been relatively passive or limited in utilizing such a changed system compared to overseas cases. Noting this phenomenon, we recognized the necessity of developing a domestically specific dynamic identity design system for the companies in Korea to respond appropriately to the current social trends. In order to suggest a substantive design direction, the "H" that was a timely and appropriate company for such purpose was selected. The purpose of this study was to develop the dynamic identity design based on new media for the improvement in communications between the 'H' and consumers. Theoretical backgrounds in Chapter 2 described the developing process of media, modern new media, analysis of previous studies on changes in identity design, and analysis of expressive elements in dynamic identity design. In the case analysis in Chapter 3, five companies each for overseas and domestic cases where CI design was developed or renewed using the dynamic identity system were comparatively analyzed to measure the frequency of using expressive elements defined in Chapter 2. In Chapter 4, the identity design elements of the "H", survey of its competitors and consumer trends, and the results in Chapter 3 were applied to develop a design. As the results of the study, in the final design development, the shape of a stick and three fixed colors containing the spiritual element of the existing identity design of the 'H' were applied according to the condition of renewal. Flexible and motion elements were expressed as visual expressive elements. For flexible expression, 'style by three-dimensionalization' and 'style by modules' in the classification according to styles were combined. 'Time-dependent changes - storytelling' was preferentially used for the application of the new media-based design, and on the basis of this, further utilized to the draft of applied designs that could be used in the modern new media. Also, the applied design through a smartphone was expressed by using behavioral expressive elements, which was made available by utilizing 'reactions to stimulation from a finger' to enable transforming and saving according to the module design of a symbol. Through this study, we hope that the 'H' can grow to be one of the best design companies in the world that contribute to the development of identity design in Korea and the creation of new media-based consumer communication environment as it is a leading company in the domestic market. Furthermore, we expect that the dynamic identity design system is applied timely to the identity design of companies in various areas in Korea.; In the 21st century, the emergence of various new media has changed how people communicate drastically. Due to such changes, companies have needed the process to reestablish their communication strategy with consumers. The identity design area within the corporate strategy is also affected by such changes. The identity design that used to show consumers the corporate identity in a fixed and general way in the past has been changed to a flexible and dynamic design system through interactions with technology and media. Flexible identity, for which variable expressions are attempted on the basis of fixed modules, and interactive identity, for which various forms and meanings are expressed in the bidirectional communication environment by receiving user behaviors as input data or guiding users to participation, have emerged. Also, a term, dynamic identity, has been created to encompass all these phenomena. However, identity designs of companies in Korea have been relatively passive or limited in utilizing such a changed system compared to overseas cases. Noting this phenomenon, we recognized the necessity of developing a domestically specific dynamic identity design system for the companies in Korea to respond appropriately to the current social trends. In order to suggest a substantive design direction, the "H" that was a timely and appropriate company for such purpose was selected. The purpose of this study was to develop the dynamic identity design based on new media for the improvement in communications between the 'H' and consumers. Theoretical backgrounds in Chapter 2 described the developing process of media, modern new media, analysis of previous studies on changes in identity design, and analysis of expressive elements in dynamic identity design. In the case analysis in Chapter 3, five companies each for overseas and domestic cases where CI design was developed or renewed using the dynamic identity system were comparatively analyzed to measure the frequency of using expressive elements defined in Chapter 2. In Chapter 4, the identity design elements of the "H", survey of its competitors and consumer trends, and the results in Chapter 3 were applied to develop a design. As the results of the study, in the final design development, the shape of a stick and three fixed colors containing the spiritual element of the existing identity design of the 'H' were applied according to the condition of renewal. Flexible and motion elements were expressed as visual expressive elements. For flexible expression, 'style by three-dimensionalization' and 'style by modules' in the classification according to styles were combined. 'Time-dependent changes - storytelling' was preferentially used for the application of the new media-based design, and on the basis of this, further utilized to the draft of applied designs that could be used in the modern new media. Also, the applied design through a smartphone was expressed by using behavioral expressive elements, which was made available by utilizing 'reactions to stimulation from a finger' to enable transforming and saving according to the module design of a symbol. Through this study, we hope that the 'H' can grow to be one of the best design companies in the world that contribute to the development of identity design in Korea and the creation of new media-based consumer communication environment as it is a leading company in the domestic market. Furthermore, we expect that the dynamic identity design system is applied timely to the identity design of companies in various areas in Korea.