A Study on Motivation of Urban Brand Slogans - Centering On Cities That Have Enacted New Slogans For 2023 in Korea -

Explore the trend of city brand slogans by analyzing the cities that will use the new city brand slogans in 2023 and doing a comparative study between before and after the change of brand slogans.In this study, content analysis was conducted of the linguistic expressions, visual expressions, and designers' intentions of the city brand slogans of Seoul, Busan, Sejong, and Gimhae, which were changed in 2023 in the domestic city brand slogans.According to the results of the analyses, in terms of linguistic expression, the type and selection of materials for the city brand slogans did not change much before and after the change, and the slogans were constructed in a spherical shape, pursuing simplicity.In terms of marking, the changed city brand slogans increased Korean use.This is because Korean marks have the advantages of inducing affectionate emotions, expressing language games, and conveying specific meanings.On the other hand, in the visually changed city brand slogan, all three fonts were used in typeface typography.Compared to the pre-change Kelley mapping and picture mapping, the typographic ideas of the city's new brand slogan are simplified and superficial, highlighting the city's characteristics more and making it easier to recognize and remember.In terms of colour hierarchy, the colours of the changed city brand slogan are richer and more saturated than before the change, all of which are in the blue series, which aligns with the city's marketing and forward-looking innovation blueprint.Through the expert interviews on the results of this study, insights into the effective development of city brand slogans in the future were obtained.