지속가능한 기업이미지 구축을 위한 파사드 디자인에 관한 연구 - 기업의 헤드쿼터 디자인 사례를 중심으로 -

Abstract

As a representation of the company actively communicating to cope with changes in the business environment of the society, a trend that reflects the growing demand for branding and corporate identity and increases the building to actively respond to the social needs of these designs. Therefore, the purpose of this study is to explore the relevance of sustainable branding and facade design elements to establish an identity of corporate. As a method of study, first, the concept of branding for expressing corporate identity and the value of headquarters' facades for branding are examined. Second, sustainable branding and facade design elements are extracted through a literature research. Third, the sustainable branding strategies and the facade design elements are analyzed based on five headquarter case studies. According to this, communication, sustainable development, eco-friendly design and social contribution that reflect the sustainable philosophy of the enterprise are analyzed. In addition, the sustainability of facade design is examined by extracting expressive elements such as materials, physical properties, color, form, and eco-friendliness from the viewpoint of environment for creating corporate identity. In conclusion, the facade design for sustainable branding contains the value and identity of the company and serves as communication with consumers. These facades are sensitive to market changes, reflect efforts to realize the economic value and public interest, and apply a sustainable green design strategically to the background of creating corporate culture.