新埔柿餅節活動識別設計創作

The Event Identity Design for Xinpu persimmon Festival

麥軒豪(Hsuan-Hao Mai)

指導教授 ： 黃文宗

中原大學/設計學院/商業設計研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700581

摘要

隨著社會結構與經濟型態的改變，地方傳統產業逐漸凋零、沒落，而節慶活動常態舉辦能有效的將傳統產業轉化為觀光產業，並賦予新的意義、創造龐大的經濟效益。
新埔鎮柿餅產業為台灣眾多傳統產業之一，已有百餘年歷史，於1998年舉辦了「新埔柿餅節」系列活動後，更是將新埔鎮與柿餅兩者關連性緊密結合，並烙印於大眾心中，被視為在地傳統產業創新節慶的成功例子之一，然而在近幾年來與之相似節慶逐漸增加，使其辨識度逐漸降低。
本研究透過了解新埔鎮柿餅產業的歷史脈絡與獨特性，得知當地之所以能成為柿餅加工廠聚集地，其緣由與獨特氣候九降風、日曬息息相關。而為因應活動逐年必須創新變化的特性，本研究帶入動態識別的概念進行設計，其特性可在不同傳播媒體上進行變化，卻不失一致性。透過風乾、日曬、柿子三者元素結合。並以動態識別進行操作方針，呈現一套2017年新埔柿餅節活動識別。

關鍵字

文化創意產業 ； 新埔柿餅節 ； 活動識別設計 ； 動態識別

並列摘要

Because of the change in social structure and economic state, the locally traditional industries fade away gradually. However, the holding of periodic festivals can not only transform traditional industries into tourism ones but also can create tremendous economic benefits in our society. Besides we can also have a new meaning in our daily lives.
The industry of Xinpu’s persimmon is one of the traditional industries in Taiwan. It is prolonged through hundreds of years. Xinpu town is famous for its holding of Xinpu Persimmon Festival in 1998. The connection between Xinpu town and persimmon is impressed in public in Taiwan. And this festival is recognized as a successful example of traditional industries of innovation. But it is vague in recent years. Because of the fact that there are so many similar festivals held in Taiwan.
In this study, by the uniqueness and history of Xinpu persimmon’s industries, we understand the reason why persimmon’s industries can prevail in this town. The important factors that make Xinpu town famous as a center of persimmon’s industries are sunlight and wind (especially in September). Because of the innovative characteristics of this festival, this festival must be changed year by year. We bring the concept of dynamic identity into the design of this festival. We can change the festival’s logo in different media’s systems but we don’t lose its consistency. By combining the wind, sunlight and persimmon in dynamic identity system, we can create a new behavior identity of Xinpu Persimmon Festival in 2017.

並列關鍵字

Cultural and creative ； Xinpu persimmon festival ； Event Identity design ； Dynamic Identity

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