KBO(Korea Baseball Organization) 소속 10개 구단의 브랜드 디자인 분석 -구단 CI, 캐릭터, 유니폼, 응원 도구 굿즈 디자인 비교를 중심으로-

초록

In this study, the design of KBO(Korea Baseball Organization)’s professional baseball team’s CI, characters, uniforms, and cheering tool goods was investigated and analyzed as of April 2023. As a result, in the case of the professional baseball team’s CI, images such as ‘strength, speed, passion, and challenge’ were mostly composed of formative elements and colors such as ’straight line, oblique exhaust, red and blue’. In the case of characters, there were many cases in which the natural color of the place of origin was borrowed for the color of the characters. In particular, in the case of teams based in Gyeongsang-do, such as Busan and Changwon, the local dialect was actively used in character names. In the case of these team CI and characters, since the fan loyalty to the current design is high the longer it has been established, the concept is digitized for use in new digital devices rather than major changes, event-type designs that reflect timely cultural and social issues, etc. It was necessary to present However, in the case of designs that consumers purchase and use continuously as cheering tools and collections, such as uniforms and cheering tools, it was necessary to provide user-centered designs. In addition, with the development of SNS and various platforms, as publicity and marketing are important, it was necessary to expand the inflow of new fans and the KBO marketing market by suggesting ways to produce promotional videos using characters and planning events for selling goods.

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