卑南族圖紋網格應用之動態識別創作

卑南族的織布中有著豐富的圖紋，卻因無妥善的保存與發揚，導致年輕一代不瞭解圖紋的樣式及意涵並逐漸沒落。現今對於文化創意產業日益的看重，因此造就許多原住民的文創商品浮於市面，並因無標章的統合，無法讓消費者辨識出原委，而造成各族圖紋元素的混亂。因此本研究利用卑南族特色設計其代表的標誌，並予以品牌化與創造差異化，做為卑南族觀光品牌識別。本研究採用文獻調查及個案分析，瞭解卑南族圖紋網格內涵以及類型，定義出卑南族特有網格，並從卑南族標誌與個案分析中得到的動態識別及網格應用的要素，進行動態識別創作。透過本研究的創作設計，試圖將這些圖紋加以記錄保存，利用品牌化的力量讓大眾認識卑南族，再搭以動態識別的方式來豐富其卑南族視覺識別，呈現其中的多元性。來研究最終將探索所得的卑南族網格系統，應用於其品牌識別的創作，並利用卑南族八社十部落的名稱意義及圖紋延伸出九種輔助圖像，建立動態識別的系統。本創作可做為地方品牌化設計的參照，期望於台灣其他族群及地方發展觀光、發展地方特色等設計實務的操作有所助益。

關鍵字

文化品牌識別；圖紋網格；卑南族；動態識別

並列摘要

Puyuma’s weave fabric is rich in totem lines. However, it’s hard to preserve and enhance them. For this reason, it declines because the new generations don’t realize the types and the meanings of totem lines. Nowadays, it emphasizes what the importance of the culture and creative industries; therefore, there are more and more aborigine culture and creation products which appear on the market; even so, it’s confused customer’s recognition by the different marks. The aim of this study used Puyuma’s characteristic to design a representative mark which is banding and creative difference on the products of Puyuma lines to be a qualitative identification mark. The literature review and case study were employed to grasp the connotation and categories of the grid of Puyuma’s weave lines and to identify the special grids of Puyuma. To proceed the creation of the dynamic identity, it acquired dynamic identity and the elements of application to grids through the case study. By the creative design in this study, it attempted to preserve and record the totem lines. Puyuma was recognized by people as using the power of branding. Then, it became diversified that the way of the dynamic identity used to be rich in the visual identity of Puyuma. Besides, the literature review was to examine the system of Puyuma’s grids that was applied to the creation of Puyuma branding identity. The appellative meaning of eight communities and ten tribes of Puyuma and the extension of nigh different assisted images from the weave fabric lines would build a dynamic identity system. As a result, it would be the references to the local branding design. Also, it anticipated bring the benefits of practical operation by developing the tour of other populations, places and local characteristics in Taiwan.

並列關鍵字

Culture brand identity ； grid ； Puyuma ； Dynamic identity

參考文獻

2. Hudson, M. and Hawkins, N. (2006). “A tale of two cities — A commentary on historic and current marketing strategies used by the Liverpool and Glasgow regions”, Place Branding Vol. 2, No2, pp. 155-176.

3. Hankinson, G. (2001).“Location branding: A study of the branding practices of 12 English cities.”, Brand Management , Vol. 9, No.2, 2001, pp. 127-142.

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