The rise of consumerism and the localization of trademark design in colonial Korea

Abstract

This study aims to capture aspects of localization in trademark design during the so called cultural rule period (1920-1937) in colonial Korea. While conducting case studies of corporate and merchandise trademarks, it also pays attention to political, social and economic conditions, as the shift of policy by the colonial government in 1920 led to the expansion of media, commerce and advertising, resulting in the rise of modern consumerism in Korea. In trademark design, a Korean transformation was observed. National icons were adopted to emphasize the origin of Korean products and companies, original forms of symbolization were sought as counterparts to the Japanese family crest style, and the use of hangeul (Korean characters) expanded. This article claims that although nationalist implications were imbedded in these changes, the fundamental driving force was the profit motive of enterprises, which sought optimized forms to attract the attention of consumers.