디지털 기술을 활용한 기업 아이덴티티 표현특성에 관한 연구 - 기업 사옥의 로비공간을 중심으로 -

초록

Companies form their identities by earning effects of exhibit and public affair using digital technology in the lobbies of the company buildings and recognizing the importance of the communication with customers in the competition. Hence, the research was to study on the methods to express each company’s identity and how to use the digital technology in the lobby space of company building. The research was aiming at the 6 places located at Seoul and capital area completed from 2000 to 2011 with high awareness and images among the company building applying digital technology in lobbies. Theoretical considerations, field visiting investigation, analysis by investigation item, and comparison analysis were used for the analysis methods to induce the result. The research contents used information, awareness, experience and formativeness for the expression elements of the digital technology and defined the expression elements of company identity as symbolism, sensibility, and interaction. The result of the research is, at first, to establish each company identity to fortify the competitiveness strategy of company and to apply the design elements to the lobbies of company buildings along with the development of the digital technology. Second, the elements of digital technology applied at the lobby design have much strengthened formative elements and awareness and design elements stimulating the sensibility and the method to strengthen the symbolism were being used relatively much as the method to express company identity. Third, the design researches should be included strengthening the experience and interaction and recognizing the importance of the communication with customers not only in the digital technology exhibit in the expression of the company identity.

키워드