Abstract
Brands that were used to identify products or services are gradually expanding their scope. In addition to companies and product brands, interest in brands is also increasing in the country, individuals, and local governments. International film festivals are also establishing their identity over time, and this appears in various forms. One of them, the poster, is appealing for the film festival by implicitly showing the identity of the film festival. In this study, we analyze what patterns are represented for posters of domestic and overseas international film festivals, focusing on sensory elements, and consider the relationship between sensory elements and brand identity. To this end, we analyzed the meaning, shape, and color elements, focusing on the film festival posters produced since 2000, and found out how their patterns express the film festival identity. As a result of the study, it was confirmed that each film festival showed a clear visual pattern, and through this, style, theme, and overall impression were formed.
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