프로야구단 브랜드 커뮤니케이션을 위한 아이덴티티디자인 개발 -롯데 자이언츠 프로야구단 엠블럼 디자인 중심으로- = Identity Development for Communication in Brand of Professional Baseball Teams -Focused on the Emblem Design Professional Baseball Team Lotte Giants-

다국어 초록 (Multilingual Abstract)

Korean professional baseball has been established on March 27th, 1982 with 6 professional teams, MBC Chung-yong, Sam mi Super Stars, OB Bears, Lotte Giants, Samsung Lions, and Haitai Tigers which link to Korea conglomerate and cities all over the country. Over 29 years since establishment, professional baseball teams have been not only played a leading role in invigoration of Korea professional sports but also, helped to settle the sports spectator etiquette with economic growth after 88` Olympic and national attention. Many brilliant athletes has started to extend to overseas after Chan-ho Park`s entry of Major League in 1994 according to advance of media and Major League spectator etiquette has been absorbed as well. The teams, used to make little profit and run by parent company`s support, are now paying attention to invigorate theirs own brand equity through selling logo productions, uniforms, character productions and other marketing activities. This research is aimed new identity design development of Lotte Giants professional team, representing currently Korean major baseball team from to beginning. New emblem such as dynamic and sophisticated baseball team`s image, which has been enhanced visual impact and eye catch through development of systematic visual identity. Also, it has been developed as new identity design with elements that succeeded and improved from existing identity. moreover, brand communication, for more enjoyment and better supporting etiquette of fans, and strengthened awareness are another purpose of identity design.

참고문헌 (Reference)

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