以行業屬性探討品牌標誌意象之研究—以全球知名品牌為例

A Study on Industry Attribute and Image of Brand Logo─A Case Study of World-famous Brands

楊朝翔(Chao-Hsiang Yang)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2013年)

https://doi.org/10.6840/CYCU.2013.00387

摘要

企業識別系統的視覺設計要素中，標誌不僅具有發動所有視覺設計要素的主導力量，也是統合所有視覺設計要素的核心。要設計一個合宜的標誌，除了要易於識別，能作為企業或品牌的一種象徵，往往也需要將其行業屬性考量進來，選擇適合的造形與色彩加以表現。
為了更準確掌握行業屬性對標誌設計的影響，本研究透過問卷調查的方式，以瞭解品牌標誌在行業屬性的不同，如何反映在其所表現的品牌個性上。研究目的為：（1）探討大學生對全球知名品牌標誌的品牌個性與行業屬性的意象感受。（2）探討特定的行業屬性如何反映特定的品牌個性，透過品牌標誌表現出來。（3）分析品牌標誌如何運用造形與色彩要素，以表達某特定的行業意象。
研究結果如下：
1. 在品牌個性方面，電子類品牌標誌所呈現的品牌個性以「稱職」最為明顯；快速消費品類的以「純真」最為明顯；汽車類以「稱職」與「教養」最為明顯，同時更是4個行業中惟一5個構面皆得到認同的行業；金融服務類以「稱職」最為明顯。
2. 在行業屬性認知方面，電子類的品牌標誌普遍被認為同樣適用於網路服務、電腦軟體或商業服務等行業屬性；快速消費品類的品牌標誌普遍被認為同樣適用於飲料、餐廳或家飾等行業屬性；汽車類的品牌標誌普遍被認為同樣適用於商業服務、奢侈品或運輸等行業屬性；金融服務類的品牌標誌普遍被認為同樣適用於商業服務、網路服務或媒體等行業屬性。
3. 在標誌的造形方面，全球知名品牌的標誌大多採用文字組合而成，且大都呈現簡潔的樣貌。
4. 在標誌的用色方面，不同行業屬性的品牌標誌在視覺意象上明顯有其呈現的不同品牌個性，用色上也有各自的傾向，但多以較為強烈的色彩作為標準色，企圖帶給消費者對於品牌較為鮮明的印象，且使用的色數多以1至2色為限。

關鍵字

視覺意象 ； 品牌個性 ； 行業屬性 ； 品牌標誌

並列摘要

Logos not only have the main power to launch all the all the visual design elements of CIS but also are the core of them.When designing a proper logo, it is necessary to make it easily identified and become a symbol of the company or brand. Industry attributes should be concerned and showed through shapes and colors.
In order to precisely acquire the influence of industry attributes on logo design, a questionnaire survey was conducted in this study to obtain data on how a particular industry attribute reflects its particular brand personality through a brand logo.The purposes of this research are as follows:（1）to understand college students’ perception of brand personalities and industry attributes of world-famous brands’ logos;（2）to explore how a particular industry attribute reflects its particular brand personality through a brand logo; and（3）to analyze how a brand logo uses shapes and colors to express its particular industry attribute.
The results of this research are as follows:
1. Regarding brand personality, logos of electronics brands chiefly show “competence”, while those of FMCG brands chiefly show “sincerity”, those of automotive brands chiefly show “competence” and “sophistication”, and those of financial services brands chiefly show “competence”. Logos of automotive brands get high degree of recognition in all the five dimensions of brand personality.

2. Regarding the perception of industry attributes, logos of electronics brands are also considered suitable for internet services, computer software, business services, etc. Logos of FMCG brands are also considered suitable for beverages, restaurants, home furnishings, etc. Logos of automotive brands are also considered suitable for business services, luxury, transportation, etc. Logos of financial services brands are also considered suitable for business services, internet services, media, etc.

3. Regarding the shapes of logos, most of world-famous brands design their logos with letters and keep them simple.

4. Regarding the colors of logos, there are some differences in the brand personalities that the logos performance among different industry attributes. Strong colors are mostly chosen as logos’ standard colors, which less than to two colors, so as to to make a deeper impression on the consumers.

並列關鍵字

Visual Image ； Brand Personality ； Industry Attributes ； Brand Logo

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