品牌識別於企業制服設計之規劃研究－以育昕公司為例

Abstract

制服設計創意是需要高度創造力及觀察力，用創意的構想及設計思考，運用敏銳的美感設計和製作服務，完成企業制服的基本需求。但企業制服對於一般消費者而言就是千篇一律的服飾，在節奏快速的現今，企業制服是識別、形象最快速的「方法」之一，倘若能夠掌握產業期待，並且將設計思考的方法，帶入企業品牌識別系統中，能夠帶給企業內外部的創新，提升發揚企業精神之核心價值。在視覺感官的引導下「企業識別系統設計」，是倡導友善和企業理念，可惜目前在制服的行業中，未能提出制服設計的完整規範流程，利用設計思考與企業文化，傳播並利用現有的企業資源，開發爭取各企業制服的製作資格，才能有機會運用優質的設計技巧，讓企業業主、員工及各界重視制服，技巧性的提高制服的附加價值，增加競爭優勢，展現受託之企業品牌的曝光度。本研究闡述探討「企業識別與制服之設計方法」之規劃，論述中運用「CIS企業識別系統」，對於品牌識別之服裝相關文獻中深入探索，發掘企業顧客潛在需求進行瞭解與開發，將CIS系統剖析導入個案，挖掘企業品牌識別與制服的相聯性，觀察企業業主內外部環境因素，取得業主信賴，發揮5A消費者路徑，完成案件的需求。 服裝設計前所接觸企業制服規劃，對視覺識別與企業偏好進行思考，各行業之業主對於制服有著不同的理想與期待，利用設計思考模式為主軸，以人為本位的服飾規劃，除了要維護企業精神，更重視使用者的需求與功能，觀察使用者的工作動態之虞，設計的原始皆來自品牌識別的核心價值，展現企業品牌之商業化、大眾化、普及化發展的可能。探討個案時，所獲得幾項研究與結論，(1)企業品牌識別制服定位流程，是影響決定企業識別設計的成功關鍵、(2)制服提案要成功，設計時的同理心及溝通方法要有詳細規劃與步驟(3)積極執行企業品牌識別推動時，要兼顧品質要求及後端交貨時間掌控等。本研究整理歸納，將實際的成功案例推廣流程，驗證企業識別與制服產生的結果及過程，讓文獻與CIS產生的目的，將關鍵性的共通論述，「識別與形象」成功影響制服的推廣，完整的研究過程，藉由消費者路徑的步驟，將設計思考之推廣成效發表。專案要進行成功、開發順利，關鍵在促使設計內容要精緻完善，才能在第一印象中占得先機。本研究以育昕企業品牌統一識別設計為例，通過以企業品牌為框架，主動傳遞信息，與消費者和品牌接觸點的互動，逐步構建消費者對企業標識的認知，建立企業制服的核心價值觀的方法流程，供相關行業部門參考之。Uniform design creativity requires a high degree of creativity and observation, with creative ideas and design thinking, using a keen sense of aesthetics to design and produce services to complete the basic needs of corporate uniforms. If we can master the industry expectations and bring the design thinking method into the corporate brand identification system, we can bring innovation to the enterprise internally and externally, and enhance the core value of the development of corporate spirit. In the visual sensory guidance of"corporate identity system design", is to advocate friendly and corporate philosophy, but unfortunately, in the uniform industry at present, not put forward the complete standardization process of uniform design, the use of design thinking and corporate culture, the dissemination and use of existing corporate resources, development and strive for the production of each corporate uniform qualifications, in order to have the opportunity to use quality design skills, so that corporate owners, employees and all walks of life value uniforms. We can use quality design skills to make the uniforms more valuable to the owners, employees, and all sectors of the society, to increase the added value of the uniforms, to increase the competitive advantage, and to show the exposure of the entrusted corporate brand.This study will explore the planning of"Corporate Identity and Uniform Design Method", using the "CIS Corporate Identity System" to explore in depth the literature related to the brand identity of apparel, discovering the potential needs of corporate customers for understanding and development, introducing the CIS system analysis into the case, exploring the correlation between corporate brand identity and uniform, observing the internal and external environmental factors of corporate owners, and obtaining the trust of owners, We develop the 5A consumer path and complete the needs of the case. The owners of each industry have different ideals and expectations for uniforms, so we use the design thinking mode as the main axis, and the human-oriented clothing planning, in addition to maintaining the spirit of enterprise, we pay more attention to the needs and functions of users, and observe the work dynamics of users. The original design comes from the core value of the brand identity, showing the possibility of commercialization, popularization, and popularization of the corporate brand development. When discussing the case, several studies and conclusions were obtained, (1) the corporate brand identity uniform positioning process is the key to the success of the corporate identity design, (2) to make the uniform proposal successful, the design empathy and communication methods should have detailed planning and steps (3) when actively implementing the corporate brand identity promotion, quality requirements and back-end delivery time control should be taken into account.This study summarizes the actual successful case promotion process, verifies the results and process of corporate identity and uniform generation, allows the literature and CIS to generate the purpose of the key common discussion,"identity and image" to successfully influence the promotion of uniforms, the complete research process, through the steps of the consumer path, the design thinking of the promotion of effectiveness. In order for the project to be successful and developed smoothly, the key is to promote the design content to be refined and perfected in order to take the advantage in the first impression. In this study, for example, Yu-Shin corporate brand uniform identity design, through the corporate brand as aframework, the active communication of the message, the interaction between consumers and brand contact points, the gradual construction of consumer recognition of corporate identity, the establishment of corporate uniforms core values of the methods and processes for the reference of the relevant industry sectors.