Integrated Government Identity Design Methodology

Based on Visual Thinking: Focusing on Gestalt Theory of

“Figure & Ground” and CMF

Yunjung Lee1, Su-jeung Kim

2

1Dept. of Visual Communication Design, Ewha Womans University

Daehyeon-dong, Seodaemun-gu, Seoul, KOREA

lyjtotoro@hanmail.net 2Dept. 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 govern-

ment 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, mate-

rial, 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 phys-

ical 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-

Advanced Science and Technology Letters Vol.113 (Art, Culture, Game, Graphics, Broadcasting and Digital Contents 2015), pp.66-70

http://dx.doi.org/10.14257/astl.2015.113.14

ISSN: 2287-1233 ASTL Copyright © 2015 SERSC

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. 2. 17 Korean GIs [4]

3.1.1 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 Sans-

serif typeface, which is greater than 11.7%, the percentage of Serif typefaces used.

Figure 3. Analysis of sectional aspects of Korean GI

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Copyright © 2015 SERSC 67

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.

External signage External Wall signage Internal signage Wall Graphic

Ministry

of Foreign

Affairs

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

Serif +

San serif

Germa-

ny

Red,

Yellow

San serif

U.K.

Various San serif

France

Blue,

Red

Serif +

San serif

Canada

Red,

White

San serif

Italy

Various Serif +

San serif

Japan

Various Serif +

San serif

China

Red,

Yellow

Sans

serif

Nether-

lands

Blue,

Grey

Sans

serif

3.2.1 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.

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68 Copyright © 2015 SERSC

Table 3. Structure of Sectional aspects of Overseas GI.

Unified GI Mixed GI Individual GI

Country Germany, Netherlands, Cana-

da,China

U.S.A, U.K,

France

Italy, Japan,(Korea)

Characteristics Use the same and unified sym-

bols and logos

Generally partial

and unified look

Individual, depart-

mental

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

3.2.2 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 back-

ground 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.

Netherlands GI (Signage, Banner, Stationary, Transportations etc.)

Integrated

aspect of

CMF

4 Experiments: Results of Research

Fig. 5. Color of ground Fig. 6. Material and Finish of ground

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Copyright © 2015 SERSC 69

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 vi-

sion-focused methodology frequently used in design development.

Table 5. Future directions of Korean GI

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 gov-

ernment 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, http://www.kcdf.kr

5. Kim, K.H.: Gestalt Psychology. pp.89. Hakjisa, Seoul (2000)

6. Netherlands GI, http://www.design.co.kr/section/news_detail.html?info_id=47724

Sectional

aspects of

GI

Structure Unified GI

Motif Use national symbols such as Taegeukgi or Mugunghwa

Color Colors related to Taegeukgi (Korean national flag)

Typeface Sans-serif typefaces that guarantee readability and legibility

Integrated

aspects

CMF of

ground

Propose unified guideline/achromatic colors (white, gray, etc.),

Enhance identity by using unified colors, material and finish

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70 Copyright © 2015 SERSC