桃園市立大溪木藝生態博物館,於2015年3月28日開館,博物館以整個大溪老城區為經營範圍,包含大溪的自然、人文、生活、生產等多元面向,以及各種歷經百年積累交織而成的生活文化,皆在博物館的創設理念之內。為展現博物館場域精神之品牌形象,本案形象視覺系統建置,其目的如次:(一)凝聚大溪意象的多元面向與視覺元素;(二)將發展的視覺元素融入標誌設計、環境指標及文宣服務系統等規劃與設計。 本研究以文化品牌觀點,記錄並論述大溪木博館形象視覺系統建置過程,透過文獻探討國內外木藝場域經營案例、基地調研、深入訪談、問卷調查之後,導入品牌思維與形象規劃,並進行整體形象的視覺設計系統建置。研究結果從凝聚大溪意象,透過符號學理論從意象轉譯為圖像,發展出大溪木藝品牌形象符號。 透過整合大溪木博館的視覺形象系統及環境識別設計系統,以期提升博物館的品牌形象與品牌價值,帶動發展大溪獨特的地方產業與生活風格,提振大溪的地方產業與觀光發展,再現木藝之城的榮光。期待本研究成果與設計能提供社區發展、永續經營以及相關學術研究之參考。
In recent years, aesthetics of life has become popular fields of research due to the establishment of cultural related regulations and the rise of creative economy. Local places start to pay attentions to their origin, inheritance, integration, transformation and the reinterpretation within the culture and industries, and bring a new Asian lifestyle. Through in-depth analysis and investigation, the meaning of culture has been represented, and history becomes vivacious stories and life footprints rather than a dull subject in class. It draws people closer to the land, allowing them to know more about their own culture. The study aims to remold the image of Daxi based on the local branding perspective by four main aspects, which are, mountain forest, river port, street house facade, and wood art. It also properly connects the tourism industry. Therefore, the town known for its wood art is carved with both rich cultural heritage and economic value. We hope that the results of the present study can serve as a reference for community development, sustainable management, and relevant academic research.