The Study of CIS Brand Planning Case of Black Fragrance Fungus

銷售空間黑香木耳CIS品牌形象規劃案研究

10.6207/ART-VISION.2012.10(4)113-128

顏鎮榮(Chen-Jung Yen)

養生 ； 商標 ； 品牌形象 ； 黑香木耳 ； CIS視覺識別系統 ； health ； trademarks ； brand image ； the black fragrance fungus ； the CIS corporate identity system

藝見學刊

4期（2012 / 10 / 01）

113 - 128

英文

黑香木耳此項產品係為南投埔里廠商之主力農產品之一，為強化該公司以「自然、專業、養生」為主軸的精神理念，本研究將透過市場調查與相關文獻資料的整理來建立起專業品牌形象。其品牌形象規劃方面，主要分為標誌設計和標準色設計兩部份。研究結果認為精準運用其產品造形特色能強化產品視覺的美感及印象，因此針對個案在標誌設計擬運用鑲嵌手法並置與連接單元組合的方式，使具有並置的均衡感，又有連接的整體性。另外在標準色、輔助色之建立方面，透過CIS視覺識別系統文獻資料的整理使用色彩計畫方式建立標準組合的創意性規劃，使企業整體視覺形象富專業與個性色彩，同時在應用上也能井然有序。為提升公司之各項商品服務與形象，擬進行公司商標之建立與設計，並透過CIS視覺識別系統之完整規畫提升整體視覺之表現，強化公司專業與服務之精神。本文主要分為六個單元來探討如何透過市場調查與文獻資料的整理來建立起品牌形象的精神理念設計。壹、前言為說明目前之概況、並闡釋CIS的定義、CIS產生的原因及CIS的構成要素。貳、研究方法、主要係透過市場調查等方式進行。文獻探討則提出與CIS視覺識別系統相關的文獻報告，例如：美國、德國等市場狀況與CIS視覺識別系統相關的探討。肆、調查分析包括對企業實態調查、Logo製作流程、品牌製作流程及CIS對企業的功能分析。伍、調查結果則針對以上提出統計整理。陸、結論與建議係根據以上所述提出總結及實質上的建議。

Black fragrant fungus this product is one of the main agricultural products of Puli in Nantou County vendors. In order to strengthen the company's ”natural, professional, and health”as the main idea of the spirit, the market research and the collation of the relevant literature to establish the professional brand image. About the brand image planning, it includes the main part of the logo design and the standard color. The study concluded that the use of the product form characteristics strengthen the product vision of beauty and impression, intends to use in logo design for the case inlay technique and set the connection modular way, so that the juxtaposition of the sense of balance, there are connections integrity.As far as the aspect of standard color and secondary color-building, through the collation of the CIS documents, using a color scheme to establish a standard combination of creative planning, to enable enterprises to the overall visual image of professionalism and personalized color, while in the application can organized. To enhance the image of all goods and services, the company trademark must be established. Besides, through the complete planning of the CIS to enhance the overall visual performance, and strengthen the spirit of the company's professional services.The paper is divided into six units to explore the spirit of the concept design through market research and collation of documents to establish a brand image. 1. Introduction to illustrate the present of overview and interpretation of the definition of the CIS, the CIS causes and elements of the CIS. 2. Research methods, mainly through market research. 3. Literature and CIS visual recognition system reported in the literature, for example: the United States, Germany and other market conditions and of CIS visual recognition system. 4. Investigation analysis includes analysis of the function of enterprise solid-state investigation, logo production process, brand production process and the CIS enterprise. 5. Investigation result includes the findings for the above statistical processing. 6. Conclusions and recommendations based on the above conclusions and substantive recommendations.