국내·외 미술관 변화에 따른 아이덴티티 마크의 표현 유형과 형태 및 색채에 관한 연구

Abstract

어느 국가의 문화 아이덴티티를 인식하고 그 문화를 직접적으로 경험할 수 있는 장소로서 미술관이라고 한다면 미술관의 활동, 이념, 계획을 경험하기 위해서는 미술관의 정체성인 아이덴티티가 중요한 역할을 한다. 내·외부에 친숙한 인상을 주며 사회 속에서 예술 문화 확립에 기여하는 미술관이 되기 위해서는 미술관의 정체성을 효과적이고 집약적으로 시각화하여 표현한 아이덴티티 마크가 중요하다. 미술관 아이덴티티의 마크는 대중과의 효과적인 커뮤니케이션을 이루기 위해서 경쟁력 있는 디자인이 필요하다. 해외의 미술관들은 자신의 성격에 맞는 심벌이나 로고타이프를 이용하여 효과적인 아이덴티티 마크를 가지고 있는 반면 국내의 미술관은 아직 미미한 실정이다. 이러한 아이덴티티 마크의 사용은 급변하는 시대와 열린 문화기관으로서의 역할 수행이 불가능 할 것이며 국내 미술관의 국제화 또한 어렵다. 본 연구는 미술관의 새로운 기능이 제시됨에 따라 아이덴티티 마크 디자인에 참고가 될 수 있는 해외의 유명 미술관(유럽지역, 미주지역)과 국내의 주요 미술관을 나누어 아이덴티티 마크 디자인 사례를 제시했다. 미술관의 아이덴티티 마크가 미술관 정체성과 목적에 부합한다면 해외의 유명 미술관과 국내의 주요 미술관 아이덴티티 마크는 어떤 차이점을 가지고 있는지 분석해본다. 또한 국내 미술관이 세계적으로 도약 할 수 있는 경쟁력 있는 아이덴티티 마크의 방향을 모색한다. 연구에 선정된 해외 미술관[영국 국립미술관(내셔널갤러리), 테이트, 퐁피두센터, 오르세 미술관, 메트로폴리탄 미술관, 워싱턴 국립미술관(내셔널갤러리 오브 아트), 뉴욕현대미술관, 구겐하임 미술관]과 국내 미술관[서울시립미술관, 한가람미술관, 국립현대미술관, 리움 삼성미술관]으로 총 12개 미술관의 아이덴티티 마크를 선정하였다. 해외 유명 미술관의 아이덴티티 마크를 구분할 수 있는 시각 커뮤니케이션 요소의 표현 유형, 서체 그리고 색채를 사례분석 하여 복합 문화 공간으로서의 미술관 아이덴티티 마크 디자인 유형 추출에 대한 연구를 진행하였다. 이를 토대로 국내 주요 미술관의 아이덴티티 마크와 비교하여 디자인 작업에 적극적인 관심을 제안했다. 연구결과 해외 유명 미술관의 아이덴티티 마크는 그 미술관의 개념에 맞게 누구나 쉽게 알아볼 수 있으며 접하기 쉬운 로고타이프를 사용하고 있다. 로고타이프의 서체를 살펴보면 국립미술관은 명조체를 써서 공공성을 강조 하였고 다른 미술관의 경우는 고딕계열의 사용으로 시인성이 높으며, 각 미술관마다 서체를 조금씩 변형하여 아이덴티티의 심미성을 높였다. 색채의 사용은 무채색계열의 검은색이나 다크그레이 톤의 색을 사용하여 식별성이 뛰어나며 모던하고 미래지향적인 이미지를 띄고 있다. 국내 미술관의 아이덴티티 마크는 상대적으로 오랜 기간 그 입지를 다져온 해외의 사례에 비하여 그 역량이 미약하다. 복합형의 시그니처 마크의 사용이 대부분인데 시그니처 마크 중 심볼릭 마크는 건물을 형상화한 것과 추상적인 형태여서 미술관임을 인지하는데 시간이 걸린다. 로고마크의 서체는 해외미술관과 마찬가지로 고딕계열의 사용으로 시인성이 높다. 아이덴티티 마크의 컬러는 Deep & Grayish 톤과 검은색의 사용으로 견고하면서 동양적이고 단순한 느낌을 주는데 이는 ‘한국 미술의 미래 방향을 제시하는 미술관’ 이라는 목적과 상반되는 이미지를 나타내고 있음을 알 수 있다. 미술관의 기능과 역할이 변하면서 다양한 문화를 수용하고 대중과 밀접한 소통이 이루어져야 하기 때문에 경재적인 아이덴티티 마크의 디자인이 필요하다. 향후 연구에서는 다양한 미술관의 아이덴티티 표현의 특성을 고려한 응용디자인을 조사하여 더욱 신중한 미술관의 선정이 이루어져야 할 것이다. 따라서 미술관의 아이덴티티 표현이 적용된 표현현황 파악을 위해서는 보다 많은 미술관의 아이덴티티 마크를 분석해 볼 필요가 있다. |When defining a art museum as a place to perceive a nation's cultural identity and to directly experience such culture, an art museum's identity places an important role to provide an experience reflecting activity, ideology and plan of art museum. The identity mark visualizing the art museum's identity effectively and intensively is important to become an art museum with friendly image inside and out while contributing to the fine art culture establishment in society. The identity mark of art museum needs to be competitive design to effectively communicate with public. Overseas art museums use symbols or logo types that fits one's characteristics as effective identity mark while domestic art museums are not quiet like that yet. Such use of identity mark unable domestic art museums to perform as a open cultural institution in fast changing world and it also makes difficult to internationalize domestic art museums. This study is to propose exemplary identity mark designs from famous overseas art museums from Europe and America regions and major domestic art museums to use as reference as new functions of art museum arise. When the identity mark of art museum coincide with the purpose and identity of the art museum, the marks from overseas famous art museums and major domestic art museums are analyzed for their differences. In addition, a way for domestic art museums to come up with more competitive identity mark leaping out to international field. The selected overseas art museum for this study are English London National gallery, Tate Gallery, Pompidou Centre, Musée d'Orsay, Metropolitan Museum of Art, Washington National Gallery(National Gallery of Art), Museum of Modern Art(New York) and Solomon R. Guggenheim Museum while the selected domestic art museums are Seoul Museum of Art, Hangaram Art Gallery, National Museum of Modern and Contemporary Art and Leeum Samsung Museum of Art. The total number of art museums selected for their exemplary identity mark are 12. The identity marks of overseas well-known art museums were classified based on different visual communication factors such as expression type, font style and color to be subjected to case analysis and the study was further expanded to design sampling of art museum identity mark as a complex cultural space. Furthermore, by comparing the identity mark of major domestic art museum, the need of more attention on design process were emphasized. The results showed that the identity mark of the well-known overseas art museums use logo type that can be easily recognized and encountered by everybody as well as appropriate to the concept of the museum. As for the font style of the logo type, national art museums used Ming-style font to emphasize their public character while other art museums used Gothic-style font to enhance legibility. Each art museums alter font style a little bit to heighten the esthetics of the identity. Considering the color, black or dark-grey tone of achromatic scheme were used for more modern and futuristic image and because they are easy to discern. The identity marks of domestic art museums are relatively weak compared to that of the overseas cases which have developed for a long time. They commonly employ the use of complex signature marks and out of the signature marks, symbolic marks usually visualizing imagery of the building or abstract are used making them difficult to recognize as a mark of art museum. The font styles of the logo marks are usually Gothic-style to promote its visibility like overseas art museums. The color of the identity mark are often deep and Grayish tone or black to give off firm, oriental and simple sensation which is against their purpose as an art museum proposing the future direction of Korean art. As the function and the role of art museum changes, it needs to accommodate various culture and to communicate with public. Hence, more competitive identity mark of design is needed. In following research, applied designs considering the characteristics of various art museums' identities need to be researched and more careful selection by art museum should be made. Thus, more identity marks of art museums need to be analyzed to figure out the currently represented identity expressions of art museum.; When defining a art museum as a place to perceive a nation's cultural identity and to directly experience such culture, an art museum's identity places an important role to provide an experience reflecting activity, ideology and plan of art museum. The identity mark visualizing the art museum's identity effectively and intensively is important to become an art museum with friendly image inside and out while contributing to the fine art culture establishment in society. The identity mark of art museum needs to be competitive design to effectively communicate with public. Overseas art museums use symbols or logo types that fits one's characteristics as effective identity mark while domestic art museums are not quiet like that yet. Such use of identity mark unable domestic art museums to perform as a open cultural institution in fast changing world and it also makes difficult to internationalize domestic art museums. This study is to propose exemplary identity mark designs from famous overseas art museums from Europe and America regions and major domestic art museums to use as reference as new functions of art museum arise. When the identity mark of art museum coincide with the purpose and identity of the art museum, the marks from overseas famous art museums and major domestic art museums are analyzed for their differences. In addition, a way for domestic art museums to come up with more competitive identity mark leaping out to international field. The selected overseas art museum for this study are English London National gallery, Tate Gallery, Pompidou Centre, Musée d'Orsay, Metropolitan Museum of Art, Washington National Gallery(National Gallery of Art), Museum of Modern Art(New York) and Solomon R. Guggenheim Museum while the selected domestic art museums are Seoul Museum of Art, Hangaram Art Gallery, National Museum of Modern and Contemporary Art and Leeum Samsung Museum of Art. The total number of art museums selected for their exemplary identity mark are 12. The identity marks of overseas well-known art museums were classified based on different visual communication factors such as expression type, font style and color to be subjected to case analysis and the study was further expanded to design sampling of art museum identity mark as a complex cultural space. Furthermore, by comparing the identity mark of major domestic art museum, the need of more attention on design process were emphasized. The results showed that the identity mark of the well-known overseas art museums use logo type that can be easily recognized and encountered by everybody as well as appropriate to the concept of the museum. As for the font style of the logo type, national art museums used Ming-style font to emphasize their public character while other art museums used Gothic-style font to enhance legibility. Each art museums alter font style a little bit to heighten the esthetics of the identity. Considering the color, black or dark-grey tone of achromatic scheme were used for more modern and futuristic image and because they are easy to discern. The identity marks of domestic art museums are relatively weak compared to that of the overseas cases which have developed for a long time. They commonly employ the use of complex signature marks and out of the signature marks, symbolic marks usually visualizing imagery of the building or abstract are used making them difficult to recognize as a mark of art museum. The font styles of the logo marks are usually Gothic-style to promote its visibility like overseas art museums. The color of the identity mark are often deep and Grayish tone or black to give off firm, oriental and simple sensation which is against their purpose as an art museum proposing the future direction of Korean art. As the function and the role of art museum changes, it needs to accommodate various culture and to communicate with public. Hence, more competitive identity mark of design is needed. In following research, applied designs considering the characteristics of various art museums' identities need to be researched and more careful selection by art museum should be made. Thus, more identity marks of art museums need to be analyzed to figure out the currently represented identity expressions of art museum.