城市品牌形象識別設計創作研究－以新北市為例

近年來，城市品牌建立的議題，已成為一個熱門且逐漸成熟的項目，並牽動著經濟投資、社會文化、觀光建設以至於城市的認同。而城市品牌的塑造，最主要的是要使人們對城市的某些特質及特點，產生聯想以及特定的形象。良好的城市品牌，可以建立城市正面的記憶，改觀以往負面的形象，回應全球性的議題，成為提昇城市競爭力的樞紐。本研究方法上，以文獻分析法探討品牌定義的演變及社會風格所造成的影響，並對城市的發展脈絡進行探討。針對國際上具指標性之城市進行研究，佐以訪談法分析探索相關領域具豐厚經驗及構思能力之專家，藉由以上程序形塑思考脈絡轉化爲設計創作流程即為設計程序進行創作研究。完成後，將成果執行效度評估問卷調查。研究結果顯示：1.形象的產生需要對應城市文化特性及社會議題。2.盤點、歸納、對焦、轉譯之設計流程，可架構設計規劃。3.本創作研究成果對新北市的城市形象有正向的形象提升。最終提出相關研究建議，並作為日後實行後續研究之參考依據。

關鍵字

城市品牌；品牌識別；城市認同；城市形象；新北市

並列摘要

In recent years, establishing the urban brand has become a popular issue that impacts economical investment, culture, tourism, and urban recognition. The creation of the urban brand mainly urges people to connect the brand with certain characteristics or features of the city. A good urban brand creates positive memory for the city that replaces the negative image of the past, fostering the city to become a competitive global metropolitan that responds to global issues. This research aims to discuss the changes in the brand definition and the impact that society brings using document analysis, further exploring the city's development. This research focuses on the city benchmark in the world, and interviews experts in the relevant fields. Through this method, the creative design process is formed from the thinking pattern, and creative research is conducted with this creative design process. Afterwards, the questionnaire survey is carried out to measure the outcome effectiveness. According to the research result: 1. The urban image has to correlate with the cultural characteristics or social issues of the city. 2. Check, summarize, focus, and transform the design process to a structure that can be built. 3. This research result has a positive impact on the image of New Taipei City. The final research suggestions will be served as a reference for future research.