臺灣咖啡館產業商標設計演化趨勢初探

A Study of the Coffee Shop Industry in Taiwan on Evolutionary Trend of Trademark Design

張瀞分(Ching-Fan Chang) ； 劉奕妘(Yi-Yun Liu) ； 陳重任(Rain Chen) ； 呂秀靜(Hsiu-Ching Lu)

《臺南應用科大學報》 33期 (2014/10) Pp. 127-145

摘要

「視覺識別」中，商標在商業傳播上的渲染力極大。其中，商標的造形與色彩是主導企業識別系統視覺化的關鍵因素之一。商標對企業形象與品牌意象的建立具有深遠的影響。目前國內的商標設計方向，多半來自於設計師或企業主的個人喜好。商標設計也流於產業別的刻板印象，普遍缺乏客觀性與同產業之差異性。本研究藉由中華民國商標檢索系統，檢視商品（服務）組群代碼的4302-043商品名稱作為咖啡館為研究樣本。探討近十年臺灣咖啡商標於咖啡館商標設計上的運用法則、型態表徵，藉以端視商標設計發展趨勢。透過本研究可得以下觀點：（1）應用商標檢索統計描繪出近十年商標演化趨勢。（2）本研究之分析方法，將可提供商標設計師在進行企業識別系統視覺化設計時之參考。經由研究討論了解咖啡產業已由滿足生理需求轉換成販售心理需求商品，並且更進一步了解商標演化與當時的流行趨勢有關聯性。

關鍵字

商標 ； 企業識別 ； 視覺識別 ； 商標檢索 ； 咖啡館

並列摘要

Trademarks present great rendering on business communication in Visual Identity, where the form and color of trademarks are regarded as a key factor in the visualization of corporate identification systems. Trademarks appear profound effects on the establishment of corporate image and brand image. Currently, domestic trademark design is mainly directed by the personal preference of designers or designers or entrepreneurs that the trademark design reveals the stereotype of the industries and is generally lack of subjectivity and differences with the same enterprises. Aiming at coffee shop, product (service) code 4302-043 in the trademark search system in R.O.C, this study tends to explore the application rules and representation of trademarks on coffee shop trademark design in the past decade so as to predict the developmental trend of trademark design in Taiwan. The research outcomes show (1) the trademark evolutionary trend in the past decade with the trademark search statistics and (2) the analyses being the reference of trademark designers in the visualization design with corporate identification systems. From the discussion above, it is understood that the coffee-related business has already shifted from a rather simple to a satisfactory human physical desire. The selling of coffee-related commercial and psychological products is under way at the present stage, and the next stage will be related to the follow-up of up-to-date social movement, brand logo evolution, and the relationships between them.

並列關鍵字

Trademark ； Corporate Identification ； Visual Identity ； Trademark Search ； Coffee Shop