觀光旅館視覺識別再設計創作－應用於YAHO億豪大酒店

沙巴位於馬來西亞東部，是個著名的旅遊觀光景點。在2009年，幾位生意人與筆者的大伯父合夥在當地海岸附近開一間中小型觀光旅館，名為YAHO HOTEL（億豪大酒店)。YAHO HOTEL 為親屬經營，主要生意來源來自當地已熟悉的回頭客。近幾年隨著廉價航空的興起和旅遊業的繁榮，許多沙巴地區的旅館業者以較優惠的價格和嶄新的外貌吸引了許多遊客和當地居民，使得YAHO HOTEL一度面臨著歇業的危機。本創作目的是要為 YAHO HOTEL 做品牌的定位與視覺之設計的規劃及改進，透過訪談和實地勘察，再利用「企業識別系統」中「視覺識別系統」的準則來呈現出規格化與系統化的設計識別來傳達其經營理念。讓旅客較易於對YAHO HOTEL做出視覺和品牌的辨認。期望這份研究創作除了能夠給予旅館相關設計創作者實作上的設計與規劃之參考，同時也能在未來創造與YAHO HOTEL經營者一同探討旅館其他領域的再設計、行銷與經營管理的機會。

關鍵字

旅館；視覺識別；視覺設計；企業識別系統

並列摘要

Sabah is located in East Malaysia; it is famous for its tourist attractions. In 2009, several businessmen and my uncle opened a tourist hotel, named Yaho Hotel, located near the coast of Sabah. Yaho Hotel is a family-run hotel; its main customers come from the locals from the local area who are familiar with the hotel and have kept coming back over the years. In recent years, with the rise of low-cost airline and tourism prosperity, many Sabah hoteliers use more favorable price and new appearance to attract tourists and local residents. Thus, Yaho Hotel is faced with the crisis of shutting down its business. The purpose of this proposed redesign is to re-identify and re-position Yaho Hotel’s brand image in the market, and to improve its visual design and planning, through the means of interviewing with the hotelier, on-site exploration, and applying standardized and systematic design guidelines from the “Visual Identity System” of the "Corporate Identity System” to convey its business philosophy. So that guests of Yaho Hotel would be able to recognize its visual design and brand more easily. This study is expected not only to give relevant references to hotel visual designers, but also at the same time create opportunities for discussion with the hotelier about the visual design planning in other areas of Yaho Hotel, along with marketing strategy and business management.