Development of 'JINJU in the Garden' brand identity (BI) design to revitalize garden culture

This study developed the brand identity (BI) “JINJU in the Garden” to realize Jinju City’s vision as a garden culture city and integrate garden culture with regional identity. By analyzing local policies and 21 BI cases, a design reflecting symbolic elements was created and finalized through stakeholder meetings and a survey of 236 citizens. Basic and applied design guidelines for completed BI design have been established, and legal protection has been secured through trademark application. In addition, it was confirmed that the BI design proposed through this study contributes to strengthening regional identity in connection with Jinju-si Garden Culture Revitalization Strategy. In addition, the citizen participation-based design development process has important significance in that it simultaneously proves the academic value of public BI research and the possibility of practical use.