Moving Brand Identity in Cyber World

Cyber World의 Moving Brand Identity에 관한 연구

Whang, Chris Inkyong

  • Received : 2015.09.29
  • Accepted : 2015.11.03
  • Published : 2016.01.31


The cyber world is organically alive. It continues to evolve as humans interact with it. Real life and virtual reality are directly or indirectly connected through technology at the network terminal. Branding, in the cyber world, is created by BI(Brand Identity), using designed symbols and logotype developed with digital technology. The objective of this study is to improve the brand value of enterprises and organizations through the use of moving images to adapt to the mobile environment in this rapidly changing cyber world. First, the basic concepts of brand identity, structure, and integrated brand identity were studied. Next, case studies of overseas enterprise branding such Swisscom, HP, BBC were analyzed examining their design concepts and implementation of integrated moving brands. Finally, moving brand identity is explored, for value enhancement, in my projects in ACM SIG CHI 2015, HCI Korea 2014, Aegis Ship 'Yulgok YiYi.' with a discussion of design planning and results. This treatise will contribute to the improvement of brand strategy and design in this country.


Moving Brand;Identity;Integrated Branding;Brand Identity;Cyber World


  1. Chris Inkyong Whang, "A Case Study of Fluid Identity in the Context of Branding," Journal of Korean Society of Media and Arts, vol 11, no. 3, 2013.
  2. Seon-Jeong Han, "A Study on Motion Branding for an Integrated Media," Mater's Thesis. Hongik University, Seoul, Korea 2007.
  3. David A. Aaker, Building Strong Brands, Business Books, Seoul, Korea, 2007.
  4. Marty Neumeier, Brand Gap - How to Bridge the Distance between Business Strategy, Sigongsa Inc., Seoul, Korea, 2003.


Supported by : Hongik University