咖啡店標誌之品牌視覺研究-以臺中草悟道為例

咖啡文化與生活密切聯繫在一起，近年來逐漸崛起具有當地文化與自我特色的個性咖啡店，而標誌設計可加深消費者心中對品牌的印象，準確的傳遞品牌訊息，本研究以臺中草悟道作為研究範圍，探討草悟道咖啡店標誌中品牌視覺所塑造出的品牌個性，並從眾多的元素中篩選，進而構成不同屬性的標誌類型，透過視覺符號的表現，瞭解符號運用的意涵。因此藉由文獻探討來瞭解咖啡店、品牌、標誌、符號之相關理論，透過問卷調查與KJ法分析標誌所應用的品牌個性，以焦點團體法分析標誌類型與視覺符號，最後以符號理論進行文本分析法，解析標誌中符號的涵義與傳達的概念。本研究結果得知，草悟道咖啡店標誌之品牌視覺表現主要之形式為，1. 品牌個性的趨勢：以設計感形象，打造咖啡店獨特的設計品味。2. 品牌故事與理念作為標誌主題設定：從業者與消費者雙向的角度著手。3. 標誌類型的應用：使用文字標誌可不被具象的圖形所束縛。4. 視覺表現方式：造形上直接傳達咖啡相關的元素；在配色上以黑、白兩色之簡約風格呈現；而文字中運用英文字，加快國際化品牌之形象塑造。5. 視覺表現意涵：整理為咖啡產品意象與專業技術、藝文生活展現、自然與健康天然食材、寵物友善環境、傳統文化記憶、營業品項與理念精神。6. 抽象或具象符號傳達之形式：抽象符號涵蓋的寓意較為廣泛；具象符號可準確的傳達內容。7. 擬定品牌個性與篩選視覺符號之方式：從內涵發想或形象風格的方向進行品牌個性探討，並篩選出合適的視覺符號。

關鍵字

咖啡店；標誌；品牌個性；品牌視覺

並列摘要

Coffee culture is closely connected to our lives, as characteristic coffee shops that boast local cultures and unique features have gradually emerged in recent years. Meanwhile, a brand’s logo design is the key to leaving a strong impression on consumers and delivering a precise brand message. Targeting the scope of Taichung Calligraphy Greenway, the study discussed Calligraphy Greenway coffee shops’ brand personalities, shaped by their visual brandings. The study further explored logos’ various elements, which constitute different types of logos, and discovered the implications of the use of symbols through the appearance of visual symbols. In the study, a literature review was compiled to reveal relevant theories on coffee shops, brands, logos, and symbols. A questionnaire and the KJ method were used to explore and analyze brand personalities presented by logos. The Focus Group method was adopted to analyze types of logos and visual symbols. Then, text analysis was conducted based on semiotic theories, to illustrate implications of symbols and concepts logos attempt to communicate. The study concluded that Calligraphy Greenway coffee shops’ logos showed the following primary features in their branding visual appearance. 1) The trend of brand personality: coffee shops are established with a unique design sense. 2) Brand story and concept as the theme of a logo: both businesses’ and consumers’ perspectives are accommodated. 3) The application of types of logos: the use of word marks is not confined like concrete images in logos. 4) The approach of visual appearance: the logos take shapes of coffee related elements in simple black-and-white color schemes; both Chinese characters and English letters are utilized in logos to facilitate the establishment of an international brand image. 5) The implication of visual appearance: their implications are grouped into “coffee product images and expertise,” “representation of arts and cultural lives,” “natural and healthy ingredients,” “pet-friendly environment,” “memories of traditions and cultures,” as well as “commercial items and business philosophies.” 6) The communicative approach of abstract/concrete symbols: abstract symbols convey broad implications, while concrete symbols convey precise messages. 7) The approach to determine brand personalities and select visual symbols: brand personalities are inspired by the contents, images, or styles of brands; corresponding visual symbols are then selected.