(주)도야 브랜드 아이덴티티 디자인 개발에 관한 연구|RISS 상세보기

국문 초록 (Abstract)

사회적 기업은 사회적 목적을 우선적으로 추구하면서 영업활동을 수행하는 기업 및 조직이다. 취약계층에게 일자리를 제공하여 사람의 삶의 질을 높이는 등의 사회적 목적을 추구하면서 재화 및 서비스의 생산·판매 등 영업활동을 수행하는 기업을 말한다. 영리기업이 이윤 추구를 목적으로 하는데 반해, 사회적 기업은 사회서비스의 제공 및 취약계층의 일자리 창출을 목적으로 하는 점에서 영리기업과 큰 차이가 있다. 주요 특징으로는 취약계층에게 일자리 및 사회서비스 제공 등의 사회적 목적 추구, 영업활동 수행 및 수익의 사회적 목적 재투자, 민주적인 의사결정구조 구비 등을 들 수 있다.
이러한 사회적 기업은 일반기업과 대학 등의 참여를 통해 다양한 지원정책을 필요로 하고 있다. 이 연구는 디자인 전문 교육기관으로써 사회적 공헌활동의 필요성을 공감하고 디자인 지원을 통한 사회적 기업의 지속가능한 기업 활동에 도움을 주는 내용을 다루고 있으며, 사회적 기업들의 이미지 개선과 정체성의 확립에 필요한 아이덴티티 디자인 개발의 과정과 결과를 보여주고 있다.
이와 관련하여 국민대학교 테크노디자인전문대학원 시각디자인전공 브랜드디자인 랩은 사단법인 사회적 기업 지원네트워크와 연계하여 사회적 기업에 대한 디자인 재능 기부 활동인 ‘사회적기업과 창의적과업의 아름다운만남’을 2009년부터 지속해서 진행하고 있다. 본 프로젝트는 참여 연구원에게 사회 공익 디자인에 대한 의식을 배양하는 동시에, 사회 취약 계층과의 교류를 증진해왔다는 측면에서 매우 큰 의의가 있다.
본 연구는 국민대학교 테크노디자인전문대학원 퓨전디자인학과 시각디자인전공 김민 교수의 지도 아래 사회적 기업 (주)도야의 브랜드 아이덴티티 디자인 개발 사례에 관한 것이다. 아름다운 세상을 만들어가는 도야는 고령층 노인들에게 경제적 자립이 가능하도록 일자리 제공을 통한 경제적 측면을 해결하고 예술 활동 도예를 통한 정서적 측면을 해결함으로써, "제2의 인생을 살고 있는 고령층 노인들의 삶의 질을 향상" 하는데 많은 기여를 할 것이다. 이를 위해 본 프로젝트에 참여한 연구원들은 국내 수재 도자기화분 시장 분석하여, 브랜드 아이덴티티 디자인에 대한 연구를 진행하였으며, 이를 토대로 (주)도야의 브랜드 아이덴티티 디자인 개발을 진행하여 도야의 브랜드 가치를 높이는데 기여하였다.

번역하기

사회적 기업은 사회적 목적을 우선적으로 추구하면서 영업활동을 수행하는 기업 및 조직이다. 취약계층에게 일자리를 제공하여 사람의 삶의 질을 높이는 등의 사회적 목적을 추구하면서 재...

목차 (Table of Contents)

국문초록
Ⅰ. 서론····························································································1
1. 연구의 배경··············································································2
2. 연구의 목적··············································································3

국문초록
Ⅰ. 서론····························································································1
1. 연구의 배경··············································································2
2. 연구의 목적··············································································3
Ⅱ. 기초조사······················································································4
1. 사회적 기업의 정의와 특징···························································5
2. 도야의 탄생배경········································································6
3. 국내외 도자기 업종 BI 사례조사·················································8
3-1. 국내 도자기 업종 BI 사례조사 몇 분석·······························8
3-2. 국외 도자기 업종 BI 사례조사 몇 분석······························14
3-3. 사례 분석 결과·······························································18
Ⅲ. 디자인 개발···············································································20
1. 프로젝트 개요·········································································21
1-1. 연구개발팀의 구성··························································21
1-2. 연구개발의 진행 일정·····················································22
1-3. 오리엔테이션·································································22
1-4. 사회적 기업 '주시회사 도야'개요······································23
2. 디자인 개발 과정····································································27
2-1. 디자인 콘셉트 설정과 아이디어 스케치·····························28
2-2. 실무자 협의···································································29
2-3. 추천 안 별 조형적 특성··················································30
2-4. 도야 최종 후보 안 선정과정 몇 결과································38
Ⅳ. 디자인 결과물············································································40
1. 후보 안 A··············································································41
1-1. 후보 안 A의 디자인 전개 과정··········································41
1-2. 후보 안 A의 Graphic motive·············································42
1-3. 후보 안 A의 응용 디자인·················································43
2. 후보 안 B··············································································46
2-1. 후보 안B의 디자인 전개 과정············································46
2-2. 후보 안 B의 색상 및 활용················································47
2-3. 후보 안 B의 응용 디자인··················································48
Ⅴ. 맺음말······················································································51
참고문헌··························································································53
中文摘要··························································································58

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