臺灣六都城市動態標誌設計創作研究
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2018
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本創作研究旨在探討城市動態標誌的設計方法，並進行臺灣六都的城市動態標誌設計創作。本研究動機源於發現目前臺灣各縣市的城市標誌設計雜亂水準不一，因此希望能探討良好城市標誌及動態標誌所需具備的特性，建構理想的城市動態標誌設計模式，並設計規劃臺灣六都城市動態標誌設計的可能性。在文獻方面，整理了標誌設計、企業識別系統、城市行銷與標誌及臺灣城市標誌之現況，提出良好的城市標誌設計應包含城市品牌與行銷概念，並具備獨特性、識別性、適應性、審美性、說明性、地域性及國際性等七個原則。同時依據標誌設計的趨勢，鎖定動態標誌作為本研究之重點。在研究方法中，以案例分析法分析多個動態標誌，整理出動態標誌的六種手法：容器、背景、DNA、準則、套用、生成。提出動態標誌的識別模型，將動態標誌定義為：「在輪廓、色彩、圖形元素等三項中，至少一個項目固定的情況下，遵循某些原則變化外觀的標誌」。再利用前述資料分析四個國際知名的城市動態標誌：墨爾本、首爾、東京、波爾多，檢視所提出之動態標誌模型。最後統整出完整的城市動態標誌的設計方法包含：找出定位、訂定概念、轉化為元素、選定動態手法、選定識別項目、設計檢視和設計完成等共八個步驟。本研究應用所提出之方法，以臺灣的臺北、新北、桃園、臺中、臺南與高雄等六個直轄市作為規劃設計對象，設計出符合良好城市動態標誌設計原則的動態標誌。透過這套設計方法，可以幫助未來各城市在規劃城市的品牌與行銷時，能與標誌設計呼應，並有具體可行的依據。
The purpose of this study was to construct the design method of dynamic city log-os, and made the creations on Taiwan six special municipalities. Noticing the confused situation of city logos in Taiwan was the motive of this study. Therefore, this research was willing to find out the essential principles of good city logos and dynamic logos should have, constructing a design method of ideal dynamic city logos, and opened up new possibilities for the creations of dynamic city logos on Taiwan six special munici-palities. In the literature review, this study organized the data of logo design, corporate identification system, city marketing and city logo, and the city logos in Taiwan. Furthermore, summarized that a good city logo should include the concepts of branding and marketing, and with the following seven qualifications: distinctiveness, recognizability, useability, aestheticness, expressivity, regionality, and internationality. Meanwhile, the dynamic style was the tendency of logo design in recent years. In the research methods, this study analyzed a great amount of dynamic logos, and there were six kinds of dynamic systems: container, wallpaper, DNA, formula, customised, and generative. In this research, also presented a new model of identification on dynamic logos, and redefined the dynamic logos as: logos that among outline, colour, graphic elements, at least one condition be controlled, and change appearances with principles. With the model above-mentioned, analyzing four international cites which already using dynamic logos to learn more about how dynamic logos worked. Finally, constructing a design method to create ideal dynamic city logos with eight steps: finding a brand position of the city, setting the concept, turning into visual elements, choosing the dynamic systems, check-ing the result, design completed. In the creation part, applied the design method to create the dynamic city logos on Taiwan six special municipalities. In the conclusion, organized the key concepts of this research again. Finally, give some suggestions on executive problems as further investigation direction in the future. Through the design method presented in this study, we can have an organized way to creat logos in city's branding and marketing concept.
The purpose of this study was to construct the design method of dynamic city log-os, and made the creations on Taiwan six special municipalities. Noticing the confused situation of city logos in Taiwan was the motive of this study. Therefore, this research was willing to find out the essential principles of good city logos and dynamic logos should have, constructing a design method of ideal dynamic city logos, and opened up new possibilities for the creations of dynamic city logos on Taiwan six special munici-palities. In the literature review, this study organized the data of logo design, corporate identification system, city marketing and city logo, and the city logos in Taiwan. Furthermore, summarized that a good city logo should include the concepts of branding and marketing, and with the following seven qualifications: distinctiveness, recognizability, useability, aestheticness, expressivity, regionality, and internationality. Meanwhile, the dynamic style was the tendency of logo design in recent years. In the research methods, this study analyzed a great amount of dynamic logos, and there were six kinds of dynamic systems: container, wallpaper, DNA, formula, customised, and generative. In this research, also presented a new model of identification on dynamic logos, and redefined the dynamic logos as: logos that among outline, colour, graphic elements, at least one condition be controlled, and change appearances with principles. With the model above-mentioned, analyzing four international cites which already using dynamic logos to learn more about how dynamic logos worked. Finally, constructing a design method to create ideal dynamic city logos with eight steps: finding a brand position of the city, setting the concept, turning into visual elements, choosing the dynamic systems, check-ing the result, design completed. In the creation part, applied the design method to create the dynamic city logos on Taiwan six special municipalities. In the conclusion, organized the key concepts of this research again. Finally, give some suggestions on executive problems as further investigation direction in the future. Through the design method presented in this study, we can have an organized way to creat logos in city's branding and marketing concept.
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標誌, 城市標誌, 動態標誌, 縣市徽, Logo, City Logo, Dynamic Logo, City Emblem