敘述性校園象徵圖案系統之設計研究──以朝陽科大為例

A Study on the Narrative Design of CYUT Symbolic Graphics System

在大學識別策略品牌化的趨勢下，西方的大學院校多已發展完熟的視覺識別系統，然其系統形式多依循傳統企業識別設計的形制，不脫校徽中心主導式的系統設計。然而，相較於一般企業品牌，大學具有更鮮明的多元性與文化內蘊特質，因此，一個更具視覺敘事性的系統設計，或可為大學的識別，打開一個契合本質與發展趨勢的新走向。本創作即在探索開發一套得整合於校徽基本識別下、具備敘事性功能的輔助性象徵圖案系統，以令大學的品牌識別得有別於一般企業的品牌識別，注入校園文化的生命活力，並得以輔助彰顯校徽的識別應用。策略與方法是在視覺識別系統中建立一次級系統，並參考 Semantography 的表意邏輯建立自屬的語法規則，選擇校園象徵元素，包含標誌性建築、景觀元素，及系所與人文特徵等，進行語言模組式的系統設計，構做一套具備基本分類元素及構成語法的圖形語言系統，令其得以進行主題性敘述傳達，並以規範的形式融合於整體視覺識別系統中，達到與其他識別元素無礙融合使用功能，及放大凸顯品牌形象的效果。

Under the trend of branding university identity strategies, most western universities have developed sophisticated visual identity systems, but most of them follow the traditional corporate identity design format, which is dominated by the university logo. However, compared to corporate brands, universities are more distinctively diverse and culturally rich, so a more visually narrative system design may open up a new direction for the university's identity, in line with its nature and development trends. In this project, we are exploring the development of a supplementary graphic system with narrative functions that can be integrated into the basic identification of the university emblem, in order to differentiate the university's brand identity from that of ordinary enterprises, inject the vitality of campus culture, and assist in the identification application of the university's emblem. The strategy and method is to build a sub-system in the visual recognition system and establish its own grammatical rules with reference to Semantography's ideographic logic. The symbolic elements of the campus, including iconic buildings, landscape elements, faculties, and human features, are selected for a linguistic modular system design, which constitutes a graphic language system with basic classification elements and grammatical compositions for thematic narrative communication, and is integrated into the overall visual recognition system in a standardized manner to achieve unobstructed integration with other recognition elements and to amplify and highlight the brand image.