動態識別設計應用於品牌再造創作研究－以奇美家電品牌為例

Abstract

在數位媒體科技快速發展的今天，動態識別設計在品牌識別中的應用日益受到重視，而品牌再造則為企業持續發展的關鍵策略。奇美家電品牌已邁入廿年，正朝向數位化方向邁進，本研究旨在以奇美家電為案例，探討動態識別設計在品牌再造中的應用，提供品牌視覺識別再造的設計方法之一。首先，通過文獻探討品牌及品牌再造的定義，品牌再造的設計流程，以及動態識別的定義和設計手法。結合理論分析和案例研究，探討動態識別設計在品牌再造中的可行性。品牌再造的核心目的在於與消費者建立、維持和強化關係，其主要手段是微調或全面更新品牌視覺設計，以及不斷調整更新品牌視覺識別系統以適應時代變遷。當前，品牌識別設計已由靜態向動態轉變。本研究歸納出八項動態識別設計手法：容器、背景、基因、準則（系列文字）、準則（網格）、套用、生成及系列圖騰，這些手法活化了品牌設計，促進品牌再造的實現。六個品牌再造案例，通過重新定位品牌並引入動態識別設計，原有識別經過微調，以靜態和動態的形式共同呈現，旨在保持視覺一致性和多樣化應用，以傳達新的品牌形象和理念。本研究以「幸福家」為核心主題，配合五大訴求和七大產品線，運用準則（網格）、套用及背景等動態識別設計手法，應用在不同設計階段，最終創作提供了奇美家電品牌動態識別設計與再造的具體方案。最後，本研究提供了動態識別設計流程架構及相關研究建議，供未來相關研究者參考。In today's rapidly advancing digital media technology, the application of dynamic identity design in brand visual identity design is increasingly emphasized, while rebranding has become a key strategy for sustainable corporate development. Celebrating its twentieth anniversary, CHIMEI NEXGEN Mediatech Inc. is moving towards digitalization. This study aims to use CHIMEI NEXGEN Mediatech Inc. as a case study to explore the application of dynamic identity design in rebranding, offering one of themethods for redesigning brand visual identity. Firstly, through literature review, the definitions of brands and rebranding, the design process of rebranding, as well as the definitions and design techniques of dynamic identity are discussed. By combining theoretical analysis with case studies, the feasibility of dynamic identity design in rebranding is explored. The core objective of rebranding is to establish, maintain, and strengthen relationships with consumers. The primary methods involve fine-tuning or completely updating brand visual designs, continuously adjusting and updating brand visual identity systems to adapt to changing times. Currently, brand identity design has shifted from static to dynamic. This study summarizes eight techniques of dynamic identity design: container, Wallpaper, DNA, Formula (series of texts), Formula (grid), Customized, Generative, and Series motifs. These techniques rejuvenate brand design and facilitate the realization of rebranding. Six rebranding case studies demonstrate that by repositioning the brand and introducing dynamic identity design, existing identities are refined and presented in both static and dynamic forms, aiming to maintain visual consistency and diverse applications to convey new brand images and concepts. Centered around the theme of"Happy Home," this study integrates five appeals and seven product lines, applying techniques such as Formula (grid), Customized, and Wallpaper in different design phases, ultimately creating concrete proposals for dynamic identity design and revitalization of CHIMEI NEXGEN Mediatech Inc. brand. Finally, this study provides a framework for dynamic identity design processes and relevant research recommendations for the reference of future researchers in this field.