The connection between the emotional image and identity of the beauty logo colors : Focused on Korean Aesthetic Brands

Purpose This study aims to empirically analyze the relationship between the emotional images of logo colors and brand identity in the context of major domestic aesthetic franchise brands. The study seeks to understand how effectively symbolic colors reflect each brand’s core values and emotional direction. Methods The study extracted and analyzed the symbolic colors used in brand logos by utilizing digital tools such as Adobe Color and ColorHexa. Each color was converted into HEX, RGB, and HSV values, and analyzed based on hue, saturation, and brightness. Emotional image keywords associated with each color were compared with the brand's stated identity keywords to assess the degree of emotional alignment. Results The analysis showed that most brands displayed a high degree of emotional alignment between their logo colors and brand identity. For example, brands using high-brightness and high-saturation green and yellow hues effectively conveyed values such as wellness, accessibility, and vitality. Even brands using the same base color (e.g., green) showed emotional differences due to variation in tone and additional color combinations. However, in some cases, such as premium or heritage-oriented brands, a partial mismatch between symbolic colors and identity keywords was observed. Implications Finally, this study confirms that logo colors function not only as visual elements but also as strategic tools for emotional communication and brand storytelling. It highlights the importance of selecting brand colors based on emotional tone, brightness, and cultural perception. The findings offer practical insights for brand designers and marketers to develop consistent, identity-driven color strategies aligned with consumer sentiment.