職棒球隊標誌設計與球迷認知度之研究

The Research of Professional Baseball Team Logos and congnition from Fans

李彥逸(Yen-I Lee)

指導教授 ： 王雅倫

崑山科技大學/創意媒體學院/視覺傳達設計研究所/碩士(2006年)

https://doi.org/10.6828/KSU.2006.00014

摘要

隨著職業運動團體的成立，球隊對形象包裝的塑造的重視，與運動類之視覺設計逐漸的活絡。而球團如何運用標誌的魅力來強化球隊的印象，又如何在標誌設計中選擇適當的表現形式以及適切的形態來做為傳達與溝通呢？因此本研究藉由找出球團(設計者)與球迷雙方的「共質點」及差異情形，期望從當中整理出球隊標誌的設計趨勢與造形的表現，更清楚瞭解國內外職棒標誌設計的運用特性，並透過量化的方式來探討球隊標誌的設計屬性，而來重新歸納出球團與球迷之間的偏好態度。
本研究旨在探討職棒標誌造形之設計表現，研究方法以「文獻調查」、「觀察與訪談法」、「問卷調查」方式進行。研究主要分為兩個主要階段進行，階段(一)為著手全球職棒標誌的蒐錄與整理工作，並將蒐錄的標誌按照「造形物」、「地區」、「年代」的角度進行質性分析。階段(二) 目的在製作問卷編製的客觀性，藉由訪談觀察的方式來了解球迷對球隊標誌的看法，以球迷的角度擬定問卷調查的題型，並加以瞭解球迷對球隊標誌的適切性及答案背後所代表之原因。最後將第一階段與第二階段結果整合，觀察球隊標誌使用的現況(階段一)與球迷對球隊標誌的適切性(階段二)是否吻合。階段(三)將根據第二階段的結果，擬定問卷進行量化研究，以量化研究的資料處理與統計，透過此階段的調查，瞭解球迷對職棒標誌其造形表現態度。最後將每一階段結果整合，實際暸解球團、設計者與球迷之間對標誌認知結果的差異性，並探討背後真正的原因。研究結果初步發現，目前職棒球隊標誌使用的現況以「綜合造形」的標誌形態為主，與球迷的看法上是沒有差異的，藉由綜合形的標誌運用設計，提升球團與球迷之間的傳達與溝通。
在研究結論中發現，在綜合表現形式分類上，大部分的球隊喜歡運用「綜合形(文字加圖案)」的標誌，其中又以「動物」的表現形態較常被拿來象徵球隊本身的風格特質。在因素分析結果中，球迷對球隊標誌（造形、表現形式）與職棒（關心、重視）的影響層面上，主要分「現代感」、「親切感」、「注目感」、「現實面」四個因素。另外本研究針對球隊標誌的造形物透過理論分析，發現藉由動物的視覺象徵與運用之標誌設計，是最快瞭解球隊風格的方法之一。此後若能更深入探討動物與運動之間的關係，將會對設計師進行其他運動類的標誌設計時有所幫助。除此之外，標誌或吉祥物被廣為球迷喜愛後，還可製作成各式各樣的周邊商品，為球隊創造更大的商業利益。

關鍵字

符號 ； 職業棒球 ； 企業識別 ； 標誌 ； 造形設計 ； 象徵

並列摘要

With the establishment of professional sports leagues, baseball teams gradually put much emphasis on image packing and visual design. How do baseball teams use marks to reinforce their images? And how do they choose appropriate mark design as a means of communication? Therefore, through the survey of the “point of consistency” and the difference between baseball teams (designers) and fans, the study attempts to collect the design trends and styles of baseball team marks and to understand the characteristics of mark design that domestic and foreign professional baseball teams use. Through the quantitative method, the study discusses the design attributes of team marks, and concludes the preference attitudes between baseball teams and fans.

The study mainly discusses the mark design of professional baseball teams. The study methods are document analysis, observation, interview and questionnaire survey”. The study is divided into two stages. The first stage is the collection of global professional baseball marks and the qualitative analysis of these marks according to their “mascots”, “regions”, and “ages”. The second stage is aimed at the objectification of the questionnaire. Through the methods of observation and interview, the researcher can understand fans’ attitudes toward the marks of baseball teams. From the views of fans, the items of questionnaire are finished. Besides, the researcher hopes to understand how fans feel about the marks and why they choose their answers. Finally, integrating the results of stage one and stage two, the researcher can understand if the actual situation (stage one) and the appropriateness (stage two) of these marks that baseball teams use are matched. According to the result of stage two, the researcher uses the questionnaire conducted through the quantitative method to understand fans’ attitudes toward professional baseball marks. At last, integrating the results of each stage, the researcher can understand the cognitive difference between baseball teams, designers, and fans and the reasons of these results. The study result shows that the marks used by professional baseball teams are mainly “complex styles”. Through the design and use of complex marks, the communication between baseball teams and fans will be better.

The researcher concludes that most of the baseball teams prefer complex (image- text) marks, and “animals” are especially used as the styles and characteristics of baseball teams. Through the factor analysis, fans have an impact on team marks (styles, expression) and professional baseball (concern, emphasis), including “modernization”, “friendliness”, “conspicuousness”, and ”actuality”. Moreover, the study analyzes theoretically the mascots of team marks, and finds that the mark design of visual symbols of animals is the fastest way to understand the styles of baseball teams. Henceforward, if the relationship between animals and sports can be discusses deeply, it will be helpful for designers to design other sports marks. In addition, if the marks or mascots are popular with fans, they can also become all kinds of related products and bring greater business interest for baseball teams.

並列關鍵字

sign ； professional baseball ； corporate identity ； mark ； styling design ； symbol

參考文獻

[7]洪嘉淩 周靈山，2001，媒體顯像的運動世界：符號與圖騰之解析，大專體育學報第57期，P.54。

[13] 鄭建華、2003、符號學理論研究與應用之初探、設計研究第3期、pp.132-139。

[37]Roland Barthes著，董學文、王葵譯，1992，符號學美學，商鼎出版，台北。

[38] Roland Barthes著，麥民央B竟鰬薩間A1997，神話學，桂冠圖書，台北。

[3]李孟勳，2003，花卉圖形商標之研究與網路資料庫面設計─以台灣80年代化妝品註冊商標為例，崑山科技大學視覺傳達設計研究所碩士論文。