文字型標誌再詮釋設計之創作研究

Creation Research of The Applications of Logotype Reinterpretation Design

林上瑄(Shang-Hsuan LIN)

指導教授 ： 許和捷

國立臺灣師範大學/藝術學院/美術學系/碩士(2012年)

摘要

標誌是品牌精神的視覺符號，亦是企業理念的傳遞者。企業形象藉由標誌設計傳遞訊息，而「標誌塗鴉」則改變原識別系統之標準規範，將原本標誌轉變型態，成為一種短暫性有別以往的視覺圖象，並可為一種廣告宣傳，在展示期間內呈現其訴求。為與時並進，企業可於重視耐久性的前提下，將其象徵標誌與時事結合，進行標誌塗鴉延伸設計，作為提升話題性與注目性之方法。
過去的研究對標誌概念、企業識別設計、企業形象與塗鴉藝術等皆有著墨，在標誌塗鴉設計則較少。本創作研究主要聚焦於標誌意義的再詮釋，目的在探討「文字型標誌塗鴨」之變化，進而提出一套視覺傳達延伸設計方法。首先透過探討標誌塗鴉延伸設計之相關學理，重新整理定義文字型標誌塗鴉。再者，於第三章進行案例分析，以「Google Doodles」作為主要研究對象，就其塗鴉媒材、圖文結合方式、塗鴉使用元素與手法方面進行歸納比較；試圖建構文字型標誌塗鴉之設計脈絡，提供企業與設計師在執行識別設計與經營品牌形象上一個不同的思考方向，將文化氣息與內部精神以豐富多變的標誌塗鴉手法予以外顯，體現本創作研究之精神與目的。最後，將此應用於「HTC Doodles」實驗創作中。
本創作研究成果發現，文字型標誌塗鴉形式與技法隨科技進步愈趨多元化，多種媒材的交互運用可令作品產生獨特性與藝術性。文字型標誌塗鴉透過「標誌標準規範」之改變，可分類為六種標誌塗鴉形式，分別為「變異造型色彩之可讀文字標誌塗鴉、變異色彩之可讀文字標誌塗鴉、符合標準規範文字標誌塗鴉、變異造型之可讀文字標誌塗鴉、變異造型之不可讀文字標誌塗鴉、非標準規範文字標誌塗鴉」。而標誌塗鴉主題元素之使用有賴知覺經驗的累積，能以直接的明喻或間接的象徵手法呈現塗鴉主體所欲傳遞之內在訊息。
應用研究分析成果至實驗創作中，可組合出多元變化的文字標誌塗鴉設計。創作作品以HTC企業標誌做發想，創作程序分為六步驟：主題挑選與分析、選擇使用元素、選定塗鴉手法規則、選擇表現媒材、草圖嘗試及最後檢視與完稿。其主題類別包含：例行性節日、企業活動、形象宣傳與臺灣特色文化類。綜合而言，文字型標誌塗鴉具高度的可能性與未來性，在滿足求新求變的大環境下，同時能累積品牌文化，是種前瞻、年輕、豐富的設計表現。

關鍵字

標誌設計 ； 文字型標誌 ； 企業識別 ； 塗鴉

並列摘要

Logo do not only visually represent the spirit of a brand but declare the principles of an enterprise, by which the images of the enterprise can be introduced in a simple way. Of all the presented types of logos, the “logo doodles” could convert the conventional images of the subject to another kind of visual identity distinct from the original one. By using this type of logo, the efficiency of advertising could be enhanced by combining the logo with the present situations without losing its service durability.
Previous studies have discussed the concepts of the logos, the design of the visual identities of subjects, the images of the subjects, and the art of graffiti. However, the design of the “logotype doodles” was seldom emphasized. In our study, we focused on the interpretation of the logos. We intended to construct a methodology to analyze and classify the visual communication design of the “logotype doodles”. Our study was divided into three parts. First, the relating theories of the extension design of the doodles were discussed. In this part, the “logotype doodles” were redefined. In chapter III, we classified the logotype doodles from their materials, the ways of combining the images and texts, and the presentation of the existing logotype doodles. Here, we used the “Google Doodles” as our main example. We thoroughly analyzed all the elements used in their design, and we built up a methodology to classify them in details. Our analysis could provide an indication for designers to display their ideas and spirits in a wide variety of the logotype doodles. Finally, we used our methods for the design of the logos of HTC.
We found that the design and methods of presentation of the logotype doodles have become more diverse than ever thanks to the development of the technologies. By using different media, the uniqueness and artistic qualities of the designs can be enhanced. The “logotype doodles” can be classified in six major types by their colors, shapes, and readabilities: Readable logotype doodles of identity colors and modules, Readable logotype doodles of variations in colors, Readable logotype doodles of variations in modules, Readable logotype doodles of variations in both colors and modules, Non-readable logotype doodles, and Non-recognizable logotype doodles. The ideas and experiences of the designer reflect on the elements chosen for the design, and the information could also be presented through direct images or indirect metaphors.
A wide variety of logotype doodle designs can be combined using our results. In this study, the HTC logos were used for our material of design. The process containing a total of six steps: choosing the topics, choosing the elements, choosing the techniques for design, choosing the media, putting into practice, and finishing. The topic for design could even combine with the festivals, events, the campaign of the topic, and the unique cultures in Taiwan. In summary, the logotype doodles are of high potential to fit into the environment and accumulate the brand culture. It is a young and innovation design with a huge diversity.

並列關鍵字

Logo Design ； Logotype ； CIS(Corporate Identity System) ； Doodle

參考文獻

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