家徽研究與設計運用創作

Abstract

遠古的徽記(emblem，mark，sign)在各民族部落中不約而同的出現，隨著族群興盛衰敗之後消失。這過程中也分化了地方與族群，形成了眾多不同名稱來表示，在本研究用「家徽」一詞來代表。家徽在英國與日本這兩大國家皆具有組織性與系統化，而家徽歷史在中華民族與台灣是確實存在卻十分罕見。本研究目的在導入家徽設計系統化的概念，針對個人與家族的向心力與凝聚力做有效的提升。利用企業識別系統(CIS)架構與設計流程架構模式參考發展至家徽設計運用，以活絡與協助個人對於家庭的認同感與歸屬感。首先透過文獻探討各地家徽的歷史與脈絡，整理與分析得知上古殷商時代在青銅器上分別記載家徽的識別與傳承。西洋紋章學由中世紀十字軍東征，後廣為貴族所使用。在古日本盛行的家徽的源起於貴族牛車上，後來演變成軍事所用，最後都變成個人化的象徵。傳統文化與時代感權衡過後，家徽轉變以商標的姿態，家徽設計運用到日常生活賦予了視覺識別的意義。本研究後章主要探討家徽如何透過現代化企業識別系統化創作。本研究案例分析以林語堂故居三處家徽設計，以案例分析與訪談故居家徽設計的商業運用與未來設計的發展性。本研究最後以創作驗證來表現識別(Identity)經過視覺(Visual)結合形式(From)表現，嘗試創造出華人漢字姓氏代表家徽傳承和家徽設計運用創作經由本研究重點歸納以下：1. 設計表現以甲骨文、金文、象形字意象為主要元素。2. 呈現華人風格與文化內涵。3. 提高識別度。4. 規劃設計範疇：(1) 以地方性為主，國際性為輔，(2)顏色與圖形符號注意民俗禁忌。Since ancient times, emblems (including: marks, signs) have appeared spontaneously in various ethnic groups, clans and tribes. These emblems rise and fall depending on the fates of these various groups. The use of emblems also differentiates one local group from another, as each one creates its own reference to the mark. In this study, the term “family crest” will be used to represent this concept. Family crests are organized and systematic in the UK and Japan, but are very rare in the history of both Mainland China and Taiwan. This study aims to introduce the concept of family crest for the sake of effectively promoting personal and family solidarity and cohesion. The structure and design process of Corporate Identify System (CIS) will be borrowed for developing family crests, so that an individual’s sense of identity with and belonging to a family will be activated and assisted. First of all, literature will be reviewed to discuss the history and context of family crests from all over the world. This review and analysis should also tell us how family crests engraved on the Chinese Bronzes from ancient Yin-Shang Dynasty were identified and passed on. Western medieval heraldry started with the “Knights of the Crusades” who wore emblems as personal badges. These badges were later adopted by their whole family. Japanese family patterns that prevailed in the Kamon period originated from the bricks and tiles of Chinese Chin and Han dynasties as well as from the cultures of Tang dynasty. As the balance between traditional culture and contemporary modernity was reached, family crests became even more popular as trademarks. The application of family crests to everyday modern life adds new meanings to visual identification. How to follow family crests through Corporate Identity System will be discussed later in the chapter. This study will analyze three family crests belonging to the Lin Yutang House; crests that were personal designs by Lin Yutang himself. Interviews were conducted with people from this House about the commercial use and the development of future designs of these family crests. Finally, Through the process of creation, this study will show how Identity may be represented by combining Visuality with Form. The application of surnames in Chinese characters, and the heritage of family crests connected to design will be summarized in this study as follows: 1. Images of oracle bones script, Jinwen and hieroglyphs are main designing element; 2. Chinese styles and cultures are contained; 3. Recognition is improved; 4. Scopes of design include a. local-focus to be supplemented by international, and b. taboo-conscious in the choice of colors and patterns.