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A Case Study on the Branding of Professional Baseball Throughout Socio-Cultural Contexts of Modern Korea: Focusing on the LG Twins Team

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A Case Study on the Branding of Professional Baseball Throughout Socio-Cultural Contexts of Modern Korea: Focusing on the LG Twins Team 한국 현대 사회 문화 맥락에서 살펴본 프로야구에서의 브랜딩 사례 연구: LG 트윈스 구단을 중심으로 이재원 서울여자대학교, 한국 A Case Study on The Branding of Professional Baseball throughout Socio-Cultural Contexts of Modern Korea: focusing on the LG Twins team Lee Chae Seoul Women’s University, Korea 이 논문은 2016학년도 This work was supported 서울여자대학교 교내학술연구비의 by a Research Grant of ’ 지원을 받아 작성되었습니다. Seoul Women s University University. (2016) 주제어 Keywords 한국 프로야구, 시각 디자인, Korean Professional Baseball, 브랜딩, 타이포그래피 Communication Design, Branding, Typography 투고: 2016년 11월 21일 Received: 21 November 2016 심사: 2016년 11월 25–28일 Reviewed: 25–28 November 2016 Accepted: 29 November 2016 게재 확정: 2016년 11월 29일 26 초록 Abstract 27 본 연구자는 근대의 정치적 상황에서 비롯된 한국의 I, as a researcher, wanted to summarize the role 프로스포츠 특히 프로야구의 역사 흐름 속에서, 당시 of graphic design in the flow of history of Korean professional sport, especially professional 그래픽 디자인 분야의 역할을 정리하고자 했다. 그리고 baseball, which was established in the political 이 과정에서, 브랜딩 디자인 개념으로의 확장과 함께 situation of the modern Korean history. In this 황금기를 맞이한 그래픽 디자인 산업의 상황을 살펴볼 process, I could see the situation when the graphic 수 있었다. 특히 본 연구자는 원년 수도권 구단 중 design greeted the golden age, along with the 하나인 LG 트윈스를 중심으로, 프로스포츠의 브랜딩 extension of the concept of branding design. 시도를 사회 문화적 맥락에서 해석했고, 이러한 이해를 Especially I interpreted the ‘branding’ attempts 바탕으로 시대 변화에 따라 변화한 한국 프로야구 of professional sports in the socio-cultural context, focusing on LG Twins; one of the 시장에서의 브랜딩의 개념과 LG 트윈스 구단의 시각적 metropolitan clubs in the first year of Korean 특성을 사례들을 중심으로 기호학적 관점에서 분석했다. Professional Baseball league. Based on this 또한 이 당시 한국 프로구단이 참고했던 외국의 선진 understanding, I examined the concept of 프로구단과의 브랜드 비교를 통해, 브랜드를 구성하는 branding in the Korean professional baseball 요소의 유사성과 상징성을 분석해 보는 접근을 시도했다. market that has been changed with the times, and 본 연구는, 연구자가 앞으로 수행할 관객 경험 관점에서의 I also analyzed the visual characteristics of the ’ , 프로스포츠의 브랜딩 연구를 위한 사전 연구의 성격을 LG Twins team in terms of semiotic throughout the case studies. In addition, I attempted to 지닌다. do research on the similarity and symbolism of the elements that constitute the brand by comparing Korean Professional Baseball teams with Major League Baseball teams referred to at that time. This would be a preliminary research for further study to be carried out the branding methods about professional sports, in terms of the audience experiences. Paper . Lee Chae Lee 논문. 이재원 1. 서론 1. Introduction 1.1. 연구의 배경과 목적 1.1. Research Background and Objectives 한국 프로야구는 지난 34년 동안 한국 사회, 경제, 문화의 Korean professional baseball is one of the representative sports which has been growing 성장과 함께해온 대표적인 스포츠일 뿐 아니라 한국의 in past 34 years together with Korean society, 현대적 BI(Brand Identity) 디자인 양식 및 BI 디자인 economy and culture. It has had a great impact 소비문화를 형성하는 데 큰 영향을 미쳤다. 하나의 on establishing the modern BI design style 프로야구 구단 브랜드 정체성은 브랜드 네임, 로고, 심벌, and culture in the BI design consumption. 색상 등으로 구성된 BI로 수요자(관객)에게 전달되고 A professional baseball club brand identity 전달된 BI가 수요자(관객)와의 관계가 계속될 수 있도록 is communicated to consumers (audiences) 지속적으로 관리해야 한다. 이러한 과정을 성공적으로 through BI, which is composed of the brand name, logo, symbol, color, and more. The 진행했을 때 결국 생명력이 있는 브랜드로 발전하는 communicated BI is continuously managed to 것이다. 따라서 본 연구는 상대적으로 연구가 미진한 maintain the relationship with the consumers 스포츠 그리고 디자인 학문 내의 브랜드 디자인 공헌을 (audiences). As such process is successfully 프로야구의 성장 과정을 통해 단순히 스포츠 발전의 proceeded, the brand is eventually developed 측면에서만 살펴볼 것이 아니라 사회 문화적 맥락에서 into a brand with vitality. This research plans to 프로야구 BI 디자인 변화를 중심으로 해석해 보고자 한다. study the brand design contribution in sports and 프로야구 구단의 BI와 BI를 활용한 디자인 결과물에 design fields, which is relatively less looked into, in the sports development aspect through the 포함된 사회 문화적 의미를 읽고 그것에 대한 다양한 development process of professional baseball. 해석과 반응의 형태를 고려하는 것은 하나의 연구로 Also, I plan to analyze the professional baseball 가능한 것은 아니기 때문에 본 연구에서는 동시대 한국 BI design changes in the socio-cultural context. 브랜드 디자인을 서술하기 위한 기초 연구 방법 중 하나로 Considering various analysis and responses 프로야구 창단부터 맥을 이어 온 인기구단 중 하나인 LG of socio-cultural context embedded in the 트윈스 구단의 BI 디자인의 변화를 한국 사회의 변화와 professional baseball BI or BI applications is not possible in a single research. In this research, I 연관지어 고찰해보고자 한다. will relate the BI design changes of LG Twins, one of the popular clubs which have been in 1.2. 연구의 범위 및 방법 the business since the founding of professional 대부분의 한국 프로야구 구단은 국가에 의해 기획되고 baseball, to the changes in Korean society as one 기업에게 할당되어서 경영하는 형태로 이루어져 왔다. of the foundation research methods to describe 따라서 구단의 아이덴티티 디자인 철학에도 그러한 the contemporary Korean brand design. 태생적 특징이 반영되었다고 볼 수 있다. 또한 브랜드 . 아이덴티티를 구성하는 요소의 모티브가 그 기반의 1 2 Research Scope and Method Most of the Korean professional baseball clubs 특징과 성격으로부터 발생하기 때문에 그것을 디자인하는 are planned and allocated by the government 방식에 있어서도 영향을 끼쳤다고 볼 수 있다. 따라서 and operated by corporations. Such inherent 한국에서 브랜드 디자인과 사회가 어떠한 관계를 맺고 features are reflected in their identity design 있었는지 구체적으로 파악하는 데 도움이 될 것이라 philosophies. The motifs of elements composing 생각한다. 본 연구에서는 프로스포츠의 출발과 시작을 the brand identity are developed from the 같이 하고 서울을 연고로 하는 구단 중 상대적으로 팬의 features and characteristics of the foundation, also influencing the design methods. It is helpful 수가 많고 브랜드 충성도가 높은 LG 트윈스를 대상으로 to understand in detail the relationship between 역사적 흐름 속에서 지난 34년 동안의 시간에 어떠한 brand design and the society in Korea. 브랜드 정체성을 쌓았고 변화해 왔는지를 관련 문헌 자료 LG Twins is a club which was founded during 연구를 통해 고찰했다. the beginning of professional sports. It has relatively large number of fans and high brand loyalty among the Seoul-based clubs. 2. LG 트윈스 디자인 배경에 대한 연구 Focusing on LG Twins, I will study materials and references on how the brand identity was 2.1. 시대 변화에 따른 한국 프로스포츠 시장에서의 accumulated in the past 34 years over the 브랜딩의 역할 historical flow, and what changes there had been. 세계 자본주의 경제는 1970년대 석유파동으로 촉발된 경기 침체로 그동안 누적된 모순이 심화되면서 28 위기에 직면하게 되었다. 이러한 위기를 극복하기 위한 해결책의 하나로 1950년대부터 이미 상업화가 2. Research on the Design 29 진행되면서 대중매체의 주목을 받고 있었던 스포츠 Background of LG Twins 산업에 1980년대부터 자본이 대규모로 투입되었다. 2.1. The Role of Branding in the Korean Professional Baseball Market 스포츠는 하나의 산업으로 자리매김하면서 급속한 성장을 in the Chronological Changes 기록하는 시장이 되었다. 이러한 세계적 흐름에 맞추어 The world capitalism economy faced a crisis as 1980년대 초 신군부 쿠데타를 통해 집권한 제5공화국은 the cumulated contradiction depended out to 정통성의 결여, 부도덕성을 무마하고 정치적 안정을 the recession triggered by the oil shock in the 위해 해외여행의 자유화, 스포츠 신문의 창간, 아시안 1970s. One of the solutions to overcome this crisis 게임과 올림픽과 같은 국제스포츠 행사의 개최 등 3S was by investing large capitals in the sports in 산업—스포츠(Sports), 영화(Screen), 섹스(Sex)—을 the 1980s, which had been attracting attention of mass media as commercialization began in 정책적으로 육성하여 대중문화를 산업화했고, 당시 the 1950s. Sports became an industry and a 브랜딩 디자인의 이전 개념인 아이덴티티 디자인은 market that recorded a rapid growth. Along with 이러한 대중문화를 이끌며 발전했다. this global trend, the Fifth Republic, which took CI 전문 회사인 디자인파크의 대표인 김현은 the power through the military coup in the early 88서울올림픽 공식 마스코트인 ‘호돌이’를 디자인했고, 1980s, promoted liberalized overseas traveling, 국제적인 스포츠 행사의 마스코트를 성공적으로 디자인한 established sports newspaper, and promoted 것을 계기로 본격적으로 한국 스포츠 구단의 CI 디자인을 international sports events such as Asian Games and the Olympics. This was to hide the lack of 주도하게 되었다. 1985년 빙그레 이글스(현 한화 legitimacy and morality. 3S industries—Sports, ) 이글스 의 심벌 및 마스코트 디자인을 시작으로 1990년 Screen, Sex—were politically cultivated to LG 트윈스, 1995년 삼성 라이온즈, 1996년 현대 industrialize the public culture. Identity design, 유니콘스 등의 심벌 및 마스코트를 디자인했다. 따라서 a former concept of the branding design, was 김현의 디자인파크가 한국 프로야구 구단의 BI 디자인 developed while leading such public culture. 문화를 선도적, 주도적으로 이끌어 왔다고 보는 것이 Kim Hyun, CI company Design Park representative, 1 designed ‘Hodori’ as the official mascot of the 타당하다. 88 Seoul Olympics. Taking this opportunity of 이 시기에 한국사회의 전반적인 소비생활의 규모와 successful mascot in an international sports event, 질이 이전 시기와 비교할 수 없을 만큼 높아졌고, 특히 Kim began to lead the CI design of Korean sports 1994년 박찬호의 MLB 진출을 시작으로 한국 프로야구 clubs. Staring with the symbol and mascot design 수요자인 팬들은 다양하고 풍부한 스포츠 콘텐츠와 of Binggrae Eagles (now Hanhwa Eagles) in 1985, 그것과 관련된 수준 높은 시각문화를 접한다. 그로 인해 he designed the symbols and mascots for LG 한국 프로구단이나 프로스포츠 관련 사업은 수요자의 Twins in 1990, Samsung Lions in 1995, Hyundai Unicorns in 1996. It is reasonable to understand 요구 및 수준에 맞추기 위해 보다 전문적이고 다양한 that Korean professional baseball club BI design 스포츠 마케팅 활동을 도입하는 등 세밀한 부분까지도 culture was led by Kim and Design Park.1 디자인의 영역을 확대하는 기회를 만들었다. 즉 By this period, the size and quality of 이러한 상황은 프로스포츠 마케팅과 기업 브랜딩에 the overall consumer life in Korean society 있어 디자인의 역할과 인식의 변화를 가져오는 계기로 had become so high that it was incomparable 작용했다.
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