Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on the Utilization of Illustration for the Identity Design in Fashion Brand

패션 브랜드의 아이덴티티 디자인을 위한 일러스트레이션의 활용 방안 연구

  • Received : 2015.05.14
  • Accepted : 2015.06.30
  • Published : 2015.08.31
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Abstract

The purpose of this study is to investigate the examples of using illustration as a strategic factor of composing brand cultures and as a factor for brand identity design. Through analyzing the external characteristics and the internal characteristics of illustration, this study will give suggestions on ways to apply the examples to real design. Illustration in external characteristics is investigated as a case of applying it directly to fashion design and to fashion marketing. Most of the fashion items were printed or weaved and most of the bags, shoes, and accessories were printed on the cover, attached as a patch, and expressed three-dimensionally. Illustration in internal characteristics is investigated as fixing and expansion of brand image, improving artistic and emotional value of brand, vitalization of masstige items, and cultural support and expression of social responsibility. The three themes used to develop the illustrations of "Hello ZIBI", which was used in this study, were "Graphic", "Forest" and "Flower", and these were based on modified brand symbol. Casual brands grafted fashion item designs onto T-shirts, bags, hats, and scarves. Marketing items were designed as shopping bags that could reflect brand image, as well as other items, such as key holders, mug cups, and tumblers, with designs that targeted specific age groups.

Keywords

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