臺灣地區銀行企業標誌之設計形式與意象認知

人類經濟活動中最重要的角色就是銀行，臺灣地區自從金融開放後，經濟活動往來頻繁，所以銀行也如雨後春筍般的在臺灣的土地上出現，但如何在這競爭激烈的市場環境中脫穎而出，就需要依賴企業識別系統的輔助，而企業識別系統當中則以標誌最為重要，故本研究特對此研究之。而本研究首先採用內容分析法，將各銀行標誌之設計造形元素、色彩與企業理念加以分析整理，並取出象徵詞彙、象徵圖形以及象徵色彩，並使用實徵研究方法，藉由象徵詞彙當中選出語意量尺的詞彙製成問卷，再將問卷評量資料透過統計軟體彙整，並以t 檢定、因素分析進行分析，最後進行各類結果分析於比對。本研究獲得下列結果：目前臺灣地區銀行常用之企業經營理念語彙、標誌造形元素及色彩，其次瞭解大眾對銀行標誌意象認知之情形，獲得民眾對銀行標誌意象認知的三個共同因素，瞭解設計人員與一般民眾，對銀行標誌意象有認知上的差異，且各銀行的企業理念與一般民眾所認知大不相同。另外從語意空間中可瞭解各銀行意象之分佈情形，可提供設計者參考，進一步對各銀行標誌意象與理想銀行意象、刻版銀行意象做交互比對，發現目前各銀行之意象仍與民眾刻版銀行意象相似，表示設計者對於銀行標誌的設計仍有努力突破的空間。

關鍵字

銀行；標誌；企業識別；意象

並列摘要

Banking is the most important role played in human economic activity. The economic activity has been active ever since the banking business opened here in Taiwan. As a result, banks were springing up like mushrooms on the soil of Taiwan. However, it depends on the assistance of the Corporate Identity System (CIS) to outstand the keen competitive market. Of the CIS, logo plays the most important role in this study as the main objective. This study first applied the content analysis to analyze the design and style elements, colors, company philosophy of logos represented by different banks and then take out the symbolic glossary, symbolic pictures and symbolic colors with empirical approach to find out the glossary of the semantic scale from the symbolic glossary to make the questionnaires. The evaluation data of the questionnaires are collected and organized with statistical software which will be analyzed by t-test and factor analysis and then proceed with analysis and comparison for various results. The results obtained from this study are: First, the corporate operation philosophy glossary, logo style elements and colors most used by Taiwanese banks at present; next, it gives a rough idea about the general public to bank logo image cognitive and realized there were three common factors of the people on banking logo image, which including that there was cognitive difference of bank logo image between the designer and the general public, besides, there was significant difference on corporate philosophy between the banks and the general public. Besides, from the semantic space one may realize the distribution condition of the bank images among different banks as a reference for designer. Further, this study made a cross comparison among bank logo image, ideal bank image, and typical bank image and found the image of different banks is similar to the bank image from general public for the moment, which means