Integrated Government Identity Design Methodology Based on Visual Thinking: Focusing on Gestalt Theory of Figure & Ground and CMF

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1 , pp Integrated Government Identity Design Methodology Based on Visual Thinking: Focusing on Gestalt Theory of Figure & Ground and CMF Yunjung Lee 1, Su-jeung Kim 2 1 Dept. of Visual Communication Design, Ewha Womans University Daehyeon-dong, Seodaemun-gu, Seoul, KOREA lyjtotoro@hanmail.net 2 Dept. of Visual Communication Design, Ewha Womans University Daehyeon-dong, Seodaemun-gu, Seoul, KOREA Corresponding Author: suitcase@ewha.ac.kr Abstract. This paper aims to enhance the visual identity of the Korean government identity (GI) and communication functions by expanding vision-focused (logo, symbol, color, typeface) sectional methodologies and by examining the possibility of an integrated approach. This study analyzes integrated aspects of GI based on the visual thinking theory-images (figures) were considered not only by themselves but also with their surrounding environments. Therefore, this study focuses on elements that consist of backgrounds, such as color, material, and finish (CMF), and the impact of these elements on visual thinking. Keywords: Government identity, Gestalt theory, CMF 1 Introduction Focus is now on the Republic of Korea s visual identity and image, and that which needs to be improved in terms of GI has been exposed. In 2015, each governmental institution highlighted its characteristics and used different identity systems, so it was difficult to recognize them as one country s institutions. Many previous studies were conducted in order to improve such issues, but only the visual elements of GI, such as symbols, colors and typefaces were studied. Therefore, the researchers would like to propose integrated GI design methodologies by considering the relationship between the figure and the background in Gestalt theory on the basis of Rudolph Arnheim s visual thinking, which states that the image of an object not only contributes to physical object itself but also contributes to the surrounding of the object [1]. 2 Related Researches: Gestalt Theory-Figure and Ground / CMF According to Rudolf Arnheim s book Visual Thinking [2], humans not only recognize the figure but also perceive the ground around the figure. According to Danish Psy- ISSN: ASTL Copyright 2015 SERSC

2 chologist Edgar Rubin s Gestalt psychology figure and ground, the figure that one sees in the Cup of Rubin (Figure 1), depends on or is affected by the surroundings [3]. Moreover, the directionality of GI that is effectively being communicated is examined based on the color, material and finish (CMF) of the ground. Fig. 1. Cup of Rubin 3 Sectional & Integrated Aspects of GI (Korean & Overseas) 3.1 Situation of Korean GI Each institution uses a different identity system and GI is newly established every time the governmental organization is restructured. As a result, it is hard to recognize these institutions as the institutions of one country due to lack of visual consistency. Fig Korean GIs [4] Sectional Aspects of Korean GI From Figure 3, 23.5% of the departments used national symbols like the Taegeukgi (National flag) and Mugunghwa (National flower). For the typeface, 88.3% were Sansserif typeface, which is greater than 11.7%, the percentage of Serif typefaces used. Figure 3. Analysis of sectional aspects of Korean GI Copyright 2015 SERSC 67

3 3.1.2 Integrated Aspects of Korean GI When GI is applied, it is used for various purposes. In Table 1, we could not find any unified identity guidelines or tactile consistency for the CMF of the ground. Table 1. Analysis of integrated Korean GI CMF of Ministry of Foreign Affairs. Ministry of Foreign Affairs External signage External Wall signage Internal signage Wall Graphic 3.2 Situation of Overseas GI G7, China and the Netherlands (a county that reorganized GI recently) were analyzed. Table 2. Analysis of Overseas GI Nation Sectional aspects of GI Integrated aspects Flag Symbol GI Color Types CMF U.S.A. Green, Blue Yellow Serif + U.K. Various France Canada Blue, Red White Serif + Italy Various Serif + Japan Various Serif + China Germany Netherlands Yellow Blue, Grey Sans serif Sans serif Sectional Aspects of Overseas GI As shown in Table 3, the structure of GI can be categorized into 3 types. Unified GI can effectively deliver and enhance identity and make communication much easier. 68 Copyright 2015 SERSC

4 Table 3. Structure of Sectional aspects of Overseas GI. Country Characteristics Unified GI Mixed GI Individual GI Germany, Netherlands, Canada,China U.S.A, U.K, Italy, Japan,(Korea) France Use the same and unified symbols Generally partial Individual, departmental and logos and unified look Figure 4 indicates that overseas GIs actively use each country s national symbol to construct national image. 90% of these GIs used colors from their national flags. Fig. 4. Analysis of sectional aspects of Overseas GI Integrated Aspects of Overseas GI The integrated perspective, which recognizes figure and ground as a whole, was used for analysis, and the Netherlands had the most well organized CMF and GI background out of 9 countries. Its GIs were reorganized to use an integrated GI, and the systematic GI was applied to all media and channels that citizens were exposed to. Table 4. Analysis of integrated aspects of overseas GI. Integrated aspect of CMF Netherlands GI (Signage, Banner, Stationary, Transportations etc.) 4 Experiments: Results of Research Fig. 5. Color of ground Fig. 6. Material and Finish of ground Copyright 2015 SERSC 69

5 Based on the Gestalt theory, there are reasons that indicate the Netherlands GI is effective. First, the figure, a blue rectangular, is located at the top center of the ground in Table 4. This corresponds to Gestalt visual thinking theory, which states that the figure is highly recognizable when its location has a symmetric relationship with the location of the ground [5]. Second, white was the ground color that had the best figure readability (70%, Figure 5). Third, when stainless steel was colored in white and with a glossy touch, the legibility of the image was improved (51%, Figure 6). Therefore, the Netherlands GI was effectively recognized in terms of integrated perspective. 5 Conclusions This study s aim was to examine the possibilities of an integrated approach in order to enhance visual identity and communication features of Korean GI by expanding vision-focused methodology frequently used in design development. Table 5. Future directions of Korean GI Sectional aspects of GI Integrated aspects Structure Motif Color Typeface CMF of ground Unified GI Use national symbols such as Taegeukgi or Mugunghwa Colors related to Taegeukgi (Korean national flag) Sans-serif typefaces that guarantee readability and legibility Propose unified guideline/achromatic colors (white, gray, etc.), Enhance identity by using unified colors, material and finish As a result, in terms of sectional aspects, unified GI structure and a consistent visual system was required. Also, when GI was applied in an actual field, visual identity was not clarified because the identity guidelines for the ground were absent. This demonstrates that a department that fills the long-term role of managing and unifying GI in 17 governmental departments is required. A system in which people in charge of persistent GI management can be educated is also required. In terms of an economic perspective, the Netherlands saved 6 billion won annually ever since they integrated GI [6]. Korea can expect positive effects of an integrated GI on the government budget. This research is significant in that it proposes an integrated GI design methodology, including CMF, based on the figure and ground logic of Gestalt visual thinking theory for effective communication of GI. References 1. Arnheim, R.: Visual Thinking. pp. 74, Ewha Womans University. Seoul (2004) 2. Arnheim, R.: Visual Thinking. pp. 74, Ewha Womans University. Seoul (2004) 3. Kim, K.H.: Gestalt Psychology. pp.85. Hakjisa, Seoul (2000) 4. Korean Government Identity, 5. Kim, K.H.: Gestalt Psychology. pp.89. Hakjisa, Seoul (2000) 6. Netherlands GI, 70 Copyright 2015 SERSC