Brand Design Directionality in Korea in the Digital Age

Abstract

With the advent of online and mobile-based digital media, the concept of brand design is changing, so that new approaches and development methods of brand design in the digital era are required. Various approaches and development methods for the digital age are already present in practical projects to meet these needs. Therefore, it is necessary to investigate the new direction of brand design and new direction in the digital age by examining related practical project cases. In Korea, digitization is already proceeding rapidly due to many different political, social, cultural, and economic factors. Sociocultural factors based on digital lifestyle and trends are particular influences on brand solutions. Global trends are rapidly being adopted in the field of branding; and within Korea, specific branding approaches and development methods are emerging. The purpose of this study is to analyze the characteristics and directions of Korean brand design in the digital era. This chapter involves a review of literature and preliminary studies, including case studies of Hankook Ilbo, Oksusu, and Kakao Friends. These three examples demonstrate the phenomenon of digital branding, the reflection of local customers and of the digital lifestyle, and the case of interactive on–off branding. This study provides insights into the characteristics of Korean brand design in the digital era and also suggests some future directions.