- 學位論文
韻特樂器行品牌視覺設計再造創作
The Proposal Reengineering for Hyper Music’s Branding & Visual Design
摘要
韻特樂器在創業初期，由於是五人合資的小型工作室，品牌定位在提供最平價的商品與最好的售後維修服務，是以商品與服務取勝的策略，較不重視品牌視覺規劃，但隨著大家生活型態的改變，以及樂器行代理了高價位的樂器時，品牌定位就需要重新調整，塑造新的品牌形象。 本創作研究探討了視覺傳達設計中的字型與色彩要素，以及品牌再造與企業識別系統的重要性，也期望能藉由視覺傳達觀點，應用於空間設計使樂器行的形象具有整體性。因此蒐集分析了台北博凱樂坊、鴻運樂器-科園館、琴絃社樂器、陸比音樂工作室與立陶宛的音樂學院Kaunas 1st music school之視覺識別設計，另外更參訪多處餐廳、畫廊等空間設計，分析色彩、材質上傳達出的各種意象，進而創作出韻特樂器的品牌視覺識別，內容包括基本設計系統與應用設計系統，並延伸至空間設計。 故本創作研究結論如下： 一、除了產品面：獨家代理樂器品牌之外，視覺再設計後，也較容易與其他樂器行有所區別。未來如果有營運策略上的改變，那麼也需要再思考是否會令消費者容易對樂器行的定位感到困惑，再經由品牌定位上的調整進行再設計。 二、運用色彩及圖樣輔助傳達品牌視覺形象，需要不斷的修正，因為每個人都是一個個體，生活經驗與生長、教育環境的不同，看到設計品後所體會到的觀感也會不盡相同。 三、空間規劃的傳達力更能直接營造商店的整體形象。如須塑造專業、理性形象的色彩，暗色的感受將較為接近。 此研究成果期望能成為台灣樂器行發展品牌形象或品牌再造之視覺識別參考。
並列摘要
Hyper Music was founded by five individual, who’s vision for was to provide quality products and instruments as well as customer service. Since it started as a small business, there was no visual design or brand identity. But with the change in life style, Hyper Music began to import high value product, thus, there needs to be a change in its brand image. This study explores the elements of fonts and color in the visual communication design, as well as the importance of re-branding and corporate identity system. It is expected to give Hyper Music a standardized visual design from graphic to interior design. This study analyses five instrument shops which has a standardize visual design, also, take references from restaurants and gallery, and analyze their use of printing materials, to create a corporate identity system for Hyper Music. This corporate identity system includes: logo and standardize design guidelines, then extends to other elements of the music shop. In conclusion, 1. Aside from being the only music shop to import branded musical instruments, after visual redesign, it is more distinguishable from other music shops. 2. The use of color and icon to convey the brand image. Since everyone has different interpretation for the brand, the creation of Hyper Music requires constant correction. 3. The planning of the interior space of the Music shop has a greater impact on the customer’s experience. The result of this study hopes to give Taiwan Music Shop research references.