近年來國內大專院校為了在高同質化的教育競爭環境下生存,紛紛將企業界「企業識別系統」的精神導入學校的經營模式,藉由建立一套具有視覺性、區隔性且融滲教育理念及學校文化特色的「學校識別系統」,以塑造學校優質形象並建立辦學的特色與價值。其中,校徽是學校識別系統中的核心要素,除了擔負面對大眾第一線的識別機能外,更代表著學校形象的凝聚與認同。然而各校之校徽是否符合現在的辦學精神及教育理念,其視覺表現是否可傳達出學校的形象或屬性,是值得重新思考與檢視的。 本研究透過文獻調查法,歸納校徽視覺形象的探討模式以進行校徽現況的分析,以了解校徽在造形、色彩及文字應用的共同性及差異性。此外以「問卷調查法」進行校徽視覺形象與學校屬性之關聯性測試,透過質性及量化研究交互實施的方式檢視校徽視覺形象與學校屬性兩者之間的關聯性,以提供校徽設計者、使用者及學校經營者檢視及評估其視覺形象之依據。 研究結果發現在159個大專院校之校徽樣本數中,影響校徽視覺形象與學校屬性判斷之主要關鍵以造形為主,其次為文字,而色彩的影響度最低。校徽設計若採用易於社會大眾理解的圖象元素或國際通用的符號語言,對於視覺形象與學校屬性之判斷較容易契合。倘若學校名稱已將教學主題或特色的文字融入,無論文字設計為主題表現或附加說明之運用,均有助於增加學校屬性的判斷。此外,色彩雖然非影響校徽視覺形象與學校屬性判斷之主要關鍵因素,但應用時仍應考量社會大眾對色彩的共同意象及聯想,並可搭配造形的設計表現,以強化學校屬性的判斷。
In recent years, colleges and universities in Taiwan have introduced the “Corporate Identity System” from the industry into school management. By combining this system with characteristics of school culture and educational policy, a new system known as “School Identity System” is applied to creat a school image and to run a school. School emblem is the core of School Identity System, which not only has the function of identification, but also presents the spirit of a school’s educational policy. However, there is a good question to ask, what is a good school emblem which can present the right image and the spirit of its school? The methodology of this study is based on literature reviews, and summaries of the visual image of school emblems in order to understand the difference and similarity in form, color and text between each school emblem. Beside, a survey is made to analyze the correlation between the visual image of emblems and the characteristics of schools through qualitative and quantitative analysis method. Survey result from 159 sampling colleges and universities shows that emblem form is the major effect on visual image presentation of school emblems, while the text and color are in second and third place. School emblems would be accepted and understood by public easily, if it used some common and international symbols or icons. Although color is not the major factor on determining the visual image of school emblems and the characteristic of schools, it can still enrich emblems form and emphasize the characteristic of schools.