博物館識別系統之設計與應用

The Design and Application of Museum Identity System

在現代社會的「博物館」仍然具有社會教育的功能，只是營運的方式，由早期自的'被動'轉變為'主動'的態度，積極地應用企業經營的觀念與手法，企圖吸引更多各種層次的社會大眾，參與博物館。而這種轉變乃基於「人」的生活價值觀改變之影響，及社會競爭的促成，讓博物館不得不改變角色，來迎合社會潮流，以達成開館目標與任務。而如何與社會大眾溝通，吸引更多觀眾參與博物館各種教育活動、展示等的方法，目前則有運用企業的行銷模式，其已深植於各類博物館的營運當中；惟現代的行銷觀念及手法，不只是利用傳播媒體的宣傳、推銷而己，應該是整體性考量的規劃與實行。已被企業視為行銷最有力工具的CIS，則是博物館可利用其觀念及手法，將博物館的營運方針、理念等，統一、具體地以視覺造形呈現，並借其廣泛地傳達讓社會大眾易於區別與認同，以塑造博物館形象及益於各種活動行銷的推展。

The establishment and development of any museum go hand in hand with the times. In their earliest days museums were mainly in the collections of rare cultural artifacts and were privately owned. With the rise of democracy and other factors, however, museums have taken on much more publicly owned and operated forms and serve to collect, research, display and educate in their functions . In recent years museums have tried to stay current with the latest trends in society by changing the way they operate, trying to attract more visitors without giving up their image as a haven for people who want to study and learn. As a result many museums have added 'marketing' methods to their operations. This marketing approach involves more than just short-term promotions or marketing fixes. Marketing takes into consideration current conditions surrounding the museum regarding operating principles and the type of image it hopes to project. One of the most commonly used marketing tools is the corporate identity system or CIS. Museums are different from commercial enterprises, however, and museums have adopted what is called the Museum Identity System or MIS, which emphasizes the particular style of the museum in creating a favorable image for it. This has become one of the most effective marketing tools available to museums. This article focuses on the MIS, detailing the various processes involved in conceptual identity, operating identity and visual identity for the museum, and how to design and apply symbols and other tools which will embody these concepts.