| Summary: | 碩士 === 國立臺灣科技大學 === 工程技術研究所設計學程 === 88 === Abstract
As one of the important presentation in visual communication design, this research has conducted a 2-phase questionnaire survey on logo design to collect data from 183 logo samples provided by 26 designers in Taipei area since the 1990''s. In phase I of the survey, we have set: (1) logo design representation; (2) occupation attributes analysis; and (3) logo theme as 3 variables to analyze the development of style of the samples. In phase II of the survey, we continued a cross analysis on the three variables: (1) analysis on occupation attributes in terms of logo design representation; and (2) analysis on log theme in terms of occupation attributes, with an attempt to have a better understanding of the development of style in logo design in Taipei area since the 1990''s.
The results show that there is a close relationship between the development of style in logo design and the changes of the industrial structure in Taiwan, and post-modernism and digital revolution have great influences on the style of logo design. Here is a description of the findings in the research.
1. In the 1990''s logo designers in Taipei area prefer integrated representation to pattern representation-representational style in logo design. In the service industry, designers prefer pattern representation to text representation. In sum, pattern representation has a greater preferences than text representation.
2. Though pattern has been the most-often use style, representational patterns were less-used than abstract and forced (強制) patterns, the proportion of the latter two types are nearly the same.
3. In the 1990''s the number of service logos is greater than product logos in Taipei area.
4. In occupation attributes, the proportion of demand for logo design in type 9 (electronics) is greater than that of the type 35 (advertising, business administration, business operation, professional service and after service).
5. ''Corporate culture and operation philosophy'' and ''corporate operation and product content/style'' have been the most common and most often-used themes in logo design.
6. ''Single theme'', ''double themes'' and ''triple themes'' are the found in logo design, and since the 1990''s, logos with double themes became a majority.
Keyword: logo design, visual communication, style development, product logo, service logo.
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