The Influence of Visual Elements of Bank Logo Design on Corporate Image - Focused on Representative Chinese Banking Brands -

서지정보

· 발행기관 : 한국기초조형학회
· 수록지 정보 : 기초조형학연구 / 23권 / 1호 / 1 ~ 18페이지
· 저자명 : 가장장, 박용진

초록

The banking industry is directly linked to people’s daily lives as a global financial nexus, and its logo demands more attention as the initial visual impression transmitted to the public. This paper aims to examine the influence of visual elements in bank logos on corporate image by investigating the global representative Chinese banking brands. Firstly, the brand logos and corporate image, as well as the visual elements of logo design, were examined theoretically.
Secondly, the application status and the visual elements of the 10 Chinese banks’ logos were analyzed. Thirdly, the influence of visual elements on corporate image was investigated through a public survey with the Likert scale and I.R.I color image scale. The results show that, the corporate image of ‘stability’ presented by the Chinese banking brand logos is the strongest perceived, followed by ‘trust’ and ‘service’, and ‘friendly’ was weaker. Second, considering the visual elements on corporate image, BOC received the highest score, followed by PSBC and CCB, while SPDB received the lowest. Among them, the ‘stable’ corporate image has the highest perception rating of the typeface element in BOC’s logo. And, the shape element of PSBC’s logo presents a more pronounced ‘friendly’ corporate image. The examination of color elements showed that, the overall color of the Chinese banking brands presented a ‘powerful’, ‘unique’ and ‘functional’ brand image, which was close to the corporate image conveyed by the other logo visual elements. Finally, as a global banking leader, the evaluation of ICBC’s logo visual elements on corporate image is mediocre, which may be influenced by the limitations caused by most Chinese bank logos’ patterned style. This study is expected to serve as a reference for the future improvements of Chinese bank logos, as well as an objective perspective for designers, thereby assisting Chinese banks in developing a stronger financial image.

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