品牌圖像設計運用在非營利組織故事建構之實案研究－以保證責任南投縣日月潭農產運銷合作社為例

本研究為一協助日月潭農產運銷合作社（台灣農夫）非營利組織單位的實際案例，藉由透過對於農產運銷合作社的了解及日月潭文化背景發展的關係，去改善原本的品牌識別之圖像設計。許多非營利組織的品牌圖像設計常呈現樣式多且雜亂，無法聚焦視覺重點，更無法傳達出在非營利組織背後那最精彩動人的故事，因此希望藉由學術的研究結果將其重新規劃與整合，將品牌圖像之故事概念徹底運用在此案例之中。此研究中其臺灣農夫品牌之概念，係藉由歷史文化、生態概念與當地傳說三大主軸構面，來架構出該品牌圖像辨識的元素，並透過此案例獲得三個結論。（1）轉換非營利組織只重銷售而不重文化傳承涵義的習慣。（2）藉由輔導主題內容的多元化，讓非營利組織有更多的創意方向。（3）從消費者到參與者的回饋與肯定。貢獻與成果則是為台灣農夫所設計之美人心產品，整體販售成效佔整體業績的8%，更榮獲多元就業方案金旭獎的榮耀。希望本研究的結論，能對非營利組織在品牌設計運用上能有所幫助，並提供非營利組織在品牌圖像運用時的依據，讓學界以及非營利組織能以此做為設計策略時的參考。

關鍵字

非營利組織；品牌故事；圖像設計

並列摘要

This study is a case study on the assistance to Sun Moon Lake Guarantee Responsibility Cooperative of Vegetables and Fruit Transport of Nantou County, a non-profit organization (NPO). By understanding the cooperative of agricultural marketing and distribution and its relationship with the culture of Sun Moon Lake, this study aims to improve the design of its brand identity. Logos of many NPOs are usually intricate and cluttered, making it difficult for people to focus on its principal elements and unable to tell the poignant story of the NPOs. Therefore, this study was conducted in the hope to create the brand concepts of the Taiwanese farmers by constituting recognizable and identifiable elements of the brand image in three major dimensions, namely historical culture, ecological concepts, and local folklore and by drawing three conclusions from the case. The three conclusions are (1) changing the customs of a NPO from sales to passing the culture on, (2) allowing a NPO to move in more creative organizational directions by diversifying the consultation content, and (3) obtaining feedback and recognition from consumers. The contribution and achievement of this study are designing the product, Heart of Beauty, for the Taiwanese farmers. The overall effectiveness of image design in the total sales of the product accounts for 8%, and the product was also given the Multi-Ernpolyment Promotion Program Award. It is hoped that the conclusions of this study, firstly, can be of help for NPOs to use in brand design, secondly, can form the basis for NPOs when they want to make good use of their brand images, and, lastly, can be used as reference for deciding on design strategies by academia and NPOs.