伊班族為婆羅洲砂拉越最大族群,也具有豐富的部落文化。伊班族文化象徵不僅承載著訊息溝通的媒介,也代表伊班族的文化價值。本研究,以伊班族文化象徵入手,重塑LUH品牌形象並以其作為音樂專輯設計的核心,引領該品牌的音樂專輯走向代表彰顯伊班族文化的價值象徵。本研究借用王桂沰《品牌象徵體驗》一書的原型象徵結構進行LUH品牌形象設計,藉由象徵符號產生品牌聯想,提升品牌價值。對於LUH品牌形象設計,主要以採擷伊班族守護靈、編織文化、圖騰與刺青為設計主軸,結合原型象徵結構進行品牌文化象徵設計,以手繪方式進行音樂專輯設計。透過LUH品牌與音樂專輯設計,賦予新傳統文化新的形象,使消費者重新認識伊班族的文化價值。
Iban is the biggest ethnic group in Borneo Sarawak. It’s full of tribal cultural symbolism. The Iban cultural symbolism is not only a media for communication, but also represents the cultural value of Iban. Therefore Iban cultural symbolism is the core of rebranding LUH brand image and music album design. In this study, lending from archetype symbolism structure by a book named “Brand Symbolism Experience” written by Kuei To –Wang, using the symbol for LUH brand image from brand association to enhance the brand value. The study is mainly using Iban religion, cultural weaving, pattern, and tattoo by combining the symbol, theme, and image of archetype symbolism structure to wield cultural symbolism design brand. Including by using painting technique on music album design. Through LUH brand and music album design writer provides a new trend cultural image, for the costumer and for the understanding of Iban cultural value.