O2O 브랜딩 전략에 따른 매체별 시각통일성에 대한 연구 : KBO 10개 구단을 중심으로

다국어 초록 (Multilingual Abstract)

Abstract
A Study on Visual Unity Across Media According to O2O Branding Strategies
— Focusing on 10 KBO Teams Based on the CVI Consistency Model —
Lee, Young-Hyun | Major in Visual ＆ Media Design, Graduate School of Culture, Arts and Design, Yeungnam University
As digital technology advances and the mobile environment proliferates, brand touchpoints have evolved into an O2O （Online-to-Offline） structure that integrates online and offline channels. The Korean Baseball Organization （KBO） League, having surpassed 10 million spectators in 2024, represents a compelling context in which fans engage with team brands simultaneously through mobile apps, official websites, SNS channels, stadium signage, uniforms, and merchandise.
This study analyzes how visual unity across media is maintained in the O2O environment according to the branding strategies of KBO's 10 teams. The Corporate Visual Identity （CVI） Consistency Model proposed by van den Bosch, Elving ＆ de Jong （2006） serves as the theoretical foundation, and the cross-institutional comparison methodology established by Gao Jing ＆ Kim In-sung （2025） is adopted as the analytical reference model. Im Song-mi ＆ Lee Mi-suk （2013） provided the precedent for KBO-specific visual identity research, which this study extends from uniform color analysis to the full scope of O2O media.
The analytical framework consists of four visual elements — team color, emblem, typography, and image style — evaluated across two axes: online media （website, mobile app, official SNS） and offline media （stadium, uniform, MD merchandise）. Each item is assessed on a three-tier scale of High / Moderate / Low consistency. This framework was applied uniformly to all 10 KBO teams.
The analysis yielded three principal findings. First, SSG Landers, which designed its Visual Identity （VI） from the outset with an O2O-integrated perspective at the time of its founding in 2021, achieved the highest level of visual unity across all media categories. Second, Hanwha Eagles, through its comprehensive brand renewal in 2024, successfully rebuilt its CVI management system and rapidly elevated its O2O visual consistency from a moderate to a high level. Third, KIA Tigers demonstrated that a traditional team can sustain high O2O visual unity through systematic long-term VI management following its 2017 emblem renewal, without requiring a full-scale rebranding.
These findings reveal three structural principles governing O2O visual unity in KBO teams: （1） an O2O-integrated perspective embedded at the stage of brand design, （2） official unified management of team color specifications, and （3） a multi-version emblem system combined with sustained CVI governance. This study extends the CVI consistency model into the domain of professional sports O2O branding and provides practitioners with an actionable O2O Visual Identity checklist for KBO clubs.
Keywords: O2O branding, Visual Identity, CVI consistency, KBO, cross-media visual unity

목차 (Table of Contents)

• 1. 서 론 1
• 1.1. 연구 배경 및 목적· 1
• 1.2. 연구 방법 및 범위· 2
• 1.3. 선행연구 검토· 4
• 1.4. 논문의 연구흐름도· 6
• 2. 이론적 배경 8
• 2.1. O2O 환경과 스포츠 브랜드 시각 커뮤니케이션 8
• 2.2. 비주얼 아이덴티티(VI)와 CVI 일관성 모델· 9
• 2.3. KBO 스포츠 브랜드 시각 요소의 특수성 12
• 2.4. 선행연구 종합 및 본 연구의 분석 관점 12
• 3. 연구 설계 13
• 3.1. 연구방법론· 13
• 3.2. CVI 기반 분석 프레임워크 14
• 3.3. KBO 10개 구단 분석개요 17
• 3.4. 자료 수집 방법 및 신뢰성· 18
• 4. 사례 분석 19
• 4.1. 분석 개요 및 적용 기준· 19
• 4.2. KBO 10개 구단 공통 비교 분석 20
• 4.3. O2O 시각통일성 우수 구단 분석 43
• 4.4. 분석 결과 및 종합 시사점· 49
• 5. 결 론· 51
• 참고 문헌 55
• Abstract 57