臺灣中小型慈善團體標誌設計研究

臺灣社會數以萬計的慈善團體成立於各地，呈現蓬勃發展。慈善團體的存在填補社會福利制度的缺失，為社會弱勢群體提供更多元的幫助和支援。而中小型慈善團體在眾多大型團體的競爭下面臨許多困境，內部面臨志工人力不足以及缺乏專業管理人才；外部困境面臨捐款M型化，募款不易，須要想方設法籌資和提升知名度。在競爭激烈的大環境中如何脫穎而出，就需依賴企業識別系統的標誌來輔助。因此，中小型慈善團體在推廣行銷服務理念的過程中，應運用標誌為媒介與社會大眾進行理念的傳達。本研究目的探討為以下三點：
一、藉由中小型慈善團體的標誌樣本，探討其題材標誌的造形、元素、色彩與意象類型，了解目前的設計形式與適切性。
二、透過本研究KJ歸島群分關鍵詞，提供慈善團體和設計師討論標誌設計理念
時之參考。
三、訪談資深專家學者歸納出中小型慈善團體標誌設計的建議，提供相關團體設計時的參考。
本研究以112年1月「臺灣一起夢想公益協會」網路平台上87個團體的標誌為研究樣本，了解目前臺灣社會的中小型慈善團體標誌使用之現況。透過文獻資料收集，以內容分析法將各中小型慈善團體之設計造形元素、色彩與服務理念加以分析整理，透過KJ歸島象徵語彙、象徵圖形及象徵色彩群分出關鍵詞，最後進行訪談，訪談資深專家學者，了解目前中小型慈善團體標誌的適切性。研究結果：一、以KJ歸島群分出標誌元素的象徵語彙有七個關鍵詞為「願望」、「希望」、「守護」、「明示義」、「成長」「情緒」和「有愛」。標誌色彩的象徵語彙有「自然系」直觀色、「情感系」溫馨色、「簡約系」素雅色、「守護系」成長色之四組關鍵詞。二、研究發現中小型慈善團體的標誌設計半數以上為不適切的標誌設計，如身障者的標誌設計與一般醫療機構的元素有相同情形，容易讓大眾視覺產生混亂；而以「家庭」為主的標誌因服務內容過於廣泛，標誌視覺的呈現較為一般大眾不易理解。建議可以思考標誌整體的表現增加「獨特性」創新的設計風格，深入分析美的形式原理增加「審美性」等。提供相關團體或設計師在設計時的參考。

Tens of thousands of charitable organizations have been established in various places in Taiwan, and they are flourishing. The existence of charitable organizations fills the gap in the social welfare system and provides more diverse help and support for socially disadvantaged groups. However, small and medium-sized charitable organizations face many difficulties under the competition of many large groups. Internally, they face a shortage of volunteers and professional management personnel; externally, they face M-shaped donations, and fundraising is not easy. How to stand out in a highly competitive environment depends on the assistance of the logo of the enterprise identification system. Therefore, in the process of promoting the concept of marketing services, small and medium-sized charitable organizations should use signs to communicate the concept with the media and the public. The purpose of this study is to discuss the following three points:
1. Based on the logo samples of small and medium-sized charities, discuss the shapes, elements, colors and image types of their logos. Understand the current design form and appropriateness. 2. Through this study, KJ Guidao group is divided into keywords, providing charities and designers to discuss logo design concepts Time reference. 3. Interviews with senior experts and scholars summarize the suggestions for logo design of small and medium-sized charitable groups, and provide references for related groups when designing.This study takes the logos of 87 groups on the online platform of the "Taiwan Dream Together Charity Association" in January 2012 as a research sample to understand the current status of logo usage of small and medium-sized charitable groups in Taiwanese society. Through the collection of literature, the content analysis method is used to analyze the design elements, colors and service concepts of various small and medium-sized charitable organizations. Through the symbolic vocabulary, symbolic graphics and symbolic color groups of KJ Guidao, keywords are separated, and finally interviews are conducted. Interviews with senior experts and scholars are conducted to understand the suitability of the logos of small and medium-sized charitable organizations. Research results: 1. There are seven key words in the symbolic vocabulary of the KJ Guidao Group to separate the symbolic elements, namely "wish", "hope", "guard", "express meaning", "growth", "emotion" and "love". The symbolic vocabulary of the logo color includes four groups of key words: "natural" intuitive color, "emotional" warm color, "simple and elegant" elegant color, and "guardian" growth color. 2. The study found that more than half of the logo designs of small and medium-sized charities are inappropriate logo designs. For example, the logo design for the disabled has the same elements as those of general medical institutions, which easily confuses the public's vision; and the "family" logo is too extensive because of its service content, and the visual presentation of the logo is difficult for the general public to understand. It is suggested that we can think about the overall performance of the logo to increase the "uniqueness" and innovative design style, and deeply analyze the formal principles of beauty to increase the "aesthetics". Provide references for related groups or designers when designing.