스마트폰 도입에 따른 로고타입 변화 추세 분석 연구

Background : As the change to the mobile environment accelerates with the popularization of smartphones, the environment in which consumers encounter corporate logos is also changing. In particular, the importance of the logotype that represents the name of the company itself is also being highlighted. Companies are strategically changing their logotype designs according to these changes in media platforms. This study compares and analyzes the logotypes of the world's top 100 companies and the top 50 domestic companies that have changed their logotypes since 2013, when the change to the mobile environment has been accelerated, and derives the factors for change. to be used when developing or improving. Methods : First, the changed logotypes of 41 companies, out of ‘World’s Top 100 Companies in 2022’ and ‘Korea’s Top 50 Companies’, selected by Interbrand, a global brand research agency, was selected as the research subject. Next, an analysis framework was developed by categorizing the elements and characteristics of typography-based logotypes into nine categories through a review of previous studies. By overlaying each logotype, the changes were compared, and the changed appearance and degree were analyzed by building on the Axle-System. Results : Based on Over-lay using the analysis frame and Axle-System analysis research, the shape of the logotype change and the degree of change were identified. As a result, it was confirmed that the characteristics of the corporate logotype changed from multicolor to monochromatic and from complex to simple. In addition, serifs disappeared and X-height increased, logotype letter spacing changed to normal letter spacing for both narrow and wide, and logotype stroke thickness changed to normal thickness for both thin and thick. It was confirmed that it was close to the standardized shape. Lastly, the degree of change was insignificant for uppercase and lowercase letters, plain and long bodies, and straight lines and curves. Conclusion : The logotype is constantly changing, but it has not been identified in what form and in which direction the change is changing in detail. This study identified changes in specific and subdivided logotypes through nine change factors. As a result, the recent logotype tended to be simpler and more standardized. This change can be attributed to the fact that a large number of small-sized app icons are placed on a relatively small mobile interface and the influence of universal design targeting all customers. It is expected that this study will provide a basic direction when companies or organizations develop logotypes in the future.