This study tried to improve the design of the symbol mark for t
he fashion industry and
effectively publicize the brand image of a small fashion acc
essory company through a
powerful visual communication strategy. For this purpose,
this study performed research
and an analysis of the features of existing fashion accessor
y companies as well as the
current status and features of their utilization of symbol m
arks for the enhancement of the
brand's image. Total 48 fashion accessory brands focued on j
ewerly were selected from
the Dictionary of Fashion Brand and the types of symbol analy
zed the concepts and
formative aesthetics of the symbol mark design in each brand
. Based on the data, this
study designed the fashion accessory company's logo and a ne
w symbol mark design. It
makes full use of the characteristics of the logos and the sym
bol mark that reflect the
most critical issues of fashion accessory design so as to pro
mote the consumers' level of
product recognition as well as the product symbol character
istics. In the case of
combining characters with concrete objects, they were foun
d generally to use objects that
give elegance, cute and feminine images, such as rings, hear
ts and small pets. Moreover,
colors in the series of black/grey seemed to be used to convey
the concept of accessory
brands that pursue modern, sophisticate, and practical ima
ges. As these design plans,
enhancement of the consumers' level of recognition of the br
and is attempted as well as
the execution of an effective publicity of the feature of the
product through the use of the
logo and symbol marks reflecting the features of the fashion
accessory, instead of simply
introducing the brand or product. The result of this study in
dicates that methods to
design brand symbol marks for clothing should be incessantl
y sought in a way to build
brand power as an important component to represent concepts
and reinforce brand image.