국내 저가화장품 브랜드 로고의 시각적 특성

Visual Features in Brand Logos of Low Price Cosmetics in Korea

This paper investigated the brand shops of low price cosmetics in Korea and the brand concepts pursued by these cosmetics brands in order to analyze the features of their brand logos. This paper aimed to analyze the types used in brand logos, the relationship between brand concepts and colors, and the visual features applied to colors and fonts and to ultimately investigate the general trends of components used in the brand logos of low price cosmetics. The most frequently used words in the concepts of low price cosmetic brands were 'nature', 'purity' and 'food.' Those words were used in concepts emphasizing natural aspects due to the trend of pursuing well-being. Other words included 'romantic' and 'princess like', targeting the young generation. The logo marks of low price cosmetic brands tended to emphasize function to give information presented by accurate brand names using the entire brand names. Spherical symbols were preferred because they were suitable for brand names and the concepts of each company and could enable easy interpretation and image delivery. The brand logos of low price cosmetics in Korea are important elements symbolizing brand concepts, functions or features. Further research is needed to investigate the logos in greater detail as the approach to identify brand logo designs that can enhance brand image and build brand power.