臺灣博碩士論文加值系統

商標設計為企業識別系統（Corporate Identity System∕CIS）中視覺識
別（Visual Identity∕VI）之首要的一環，其中隱含了企業所欲傳達給
人們的意象感受，而設計師便是要將此意象透過具體的造形來呈現。因此
，在本研究中即針對現有「幾何形商標」作定義篩選，再歸納分析出各商
標樣本之構成參數，然後以「語意差分法」（Semantic Differential
Method∕SD法）為評量工具，對從事設計工作之人員進行測試，並將所得
之意象數據資料透過「數量化I類」之統計分析，計算出商標設計中各特
性元件範疇（Category）對意象語彙之「潛在貢獻值」（Category Score
）。此外，在系統輸入的部份是以設計師對商標的意象描述出發，給定意
象語彙程度值，再透過電腦計算各範疇之「加權貼近度」並於「形態學圖
表」（Morphological Chart）中搜尋符合該意象程度值之構想案，以達
成「設計自動化」之目的，提高設計效率。

Trademark design is one of the most important parts in Corporate
Identity System and Visual Identity. It represents people''s
feeling about the enterprise image. Therefore, designers should
design trademarks in a way that can express the enterprise
image. The objective of this research is to develop a system for
computer-aided geometric trademark design. In the development
process, the meanings of present ''Geometric Trademark'' were
defined, some essential parameters that contribute to trademark
samples were In the programming process, inputs of the whole
system were defined from the designers'' feelings on the image of
the trademark. It is expected that a geometric trademark design
system can be developed to improve the design efficiency.