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研究生： 林詩涵
Adriana Shih Han Lin
論文名稱： 品牌設計以易經，黃金比例，中藥為例
Creation of Branding Design based on I-Ching, Sacred Geometry and Traditional Chinese Medicine
指導教授： 梁桂嘉
Liang, Kuei-Chia
學位類別： 碩士
Master
系所名稱： 設計學系
Department of Design
論文出版年： 2012
畢業學年度： 100
語文別： 英文
論文頁數： 145
中文關鍵詞： 品牌設計 、易經 、黃金比例 、中藥為例
英文關鍵詞： Branding, Sacred Geometry, I-Ching, Traditional Chinese Medicine
論文種類： 學術論文
相關次數： 點閱：197  下載：41 
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    • 本論文的建議是要創建新的品牌，利用中國的元素和風格，但是仍能迎合西方的標準和品味。隨著科技的發展，國家之間的距離逐漸下降，設計本身也不斷融合，找到新的創新方式、溝通和表達的突變。這個品牌有些許中國的風格，並且以堅定不移的中國文化影響國際。然而，透過了研究與探討，這個品牌使用了西方的元素，使中國風格更適合西方的觀點，因此它會更容易吸引到美國的消費者。為了實現融合中國風格與西方標準的理想目標，研究了黄金分割、易經、神聖的幾何、品牌和品牌管理、中國哲學等等。希望創建此品牌以振興「中藥」這流傳千年的知識，並且向美國消費者推廣這個概念。另外，也將中國草藥和Nutraceutics做了比較。並且研究創建品牌的過程，使品牌能夠獨特、連貫、具有現代風格。最後的結果是 一個命名為“ShinHerbe”的品牌。以明代的蔓藤花紋和陰陽為靈感，以中藥五行延伸產品線，創造適合整體風格的產品，同時也關注了生態的永續發展和綠色的未來。』

    The proposal of this thesis is to create a brand using Chinese elements and style but still visually acceptable to western standards. As technology has progressed and it is increasingly easier access remote countries nowadays, design itself is in a constant mutation to blend and find new innovative ways of communication and expression. The brand created in this thesis still have elements of the West as it conducted a search to know which Chinese style is more suitable for the western view so it’ll be more easily absorbed to the USA consumers. To fulfill this goal, there were studies over Sacred Geometry, I-ching, Brand and Branding, Chinese philosophy, etc. The brand created had the intention to revitalize a millennia knowledge; a Chinese Herbalism, which is part of Traditional Chinese Medicine, and to popularize this concept to the USA consumers by drawing a parallel between Chinese Herbalism and Nutraceutics. The result of all is the brand named as “ShinHerbe”, using the arabesques of Ming Dynasty and Yin-Yang as inspiration, line of products based on the Wu-Xing (five elements) of the I-ching inside the Traditional Chinese Medicine, but it was also developed for the ecologically sustainable.

    CHAPTER 1: INTRODUCTION p. 12 CHAPTER 2: METHODOLOGY p. 15 2.1 What is Brand and Branding p. 16 2.1.1 Phase 1 - Conducting Research p. 20 2.1.2 Phase 2 - Clarifying Strategy p. 24 2.1.3 Phase 3 - Designing Identity p. 26 2.1.4 Phase 4 - Creating Touchpoints p. 30 2.1.5 Phase 5 - Managing Assets p. 34 2.2 Build an Unique Brand p. 35 2.3 Sacred Geometry and I-Ching p. 46 2.4 Traditional Chinese medicine, Chinese herbalism and nutraceutic p. 54 CHAPTER 3: CASE ANALYSIS p. 61 3.1 Phase 1 - Conducting Research p. 62 3.2 Phase 2 - Clarifying Strategy p. 73 3.3 Phase 3 - Designing Identity p. 74 3.4 Phase 4 - Creating Touchpoints p. 75 CHAPTER 4: FINAL CREATIONS p. 79 4 Branding p. 80 4.1 Phase 1 - Conducting Research p. 80 4.2 Phase 2 - Clarifying Strategy p. 107 4.3 Phase 3 - Designing Identity p. 108 4.4 Phase 4 - Creating Touchpoints p. 119 4.5 Phase 5 - Managing Assets p. 130 CHAPTER 5: CONCLUSION p. 138 CHAPTER 6: REFERENCES p. 142

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