메디컬 커뮤니케이션과 브랜드 로고디자인의 연구 = A Study on the Medical Communication and Brand Logo Design

다국어 초록 (Multilingual Abstract)

Recently, there appears a new consumption form called `sensitivity consumption` that is when people choose a hospital, they depend on their emotion like buying goods by time period. By this trend, hospitals change constructing brand identity from emphasizing trust and functional way to targeting consumer`s sensitivity. In this paper, we analyze how trend logo is evaluated as sensitivity image to create medical communication combined with emotional message and visual message that appear in hospital trend logo with ophthalmic clinic as central figure. Then we suggest brand image and research effective methods that is a base line about expressing medical brand individuality.