噶瑪蘭族品牌識別設計創作研究-以花蓮新社香蕉絲工坊為例

Abstract

噶瑪蘭族為臺灣原住民正名的第十一族，屬於平埔族。由於正名時間較晚，很多單位和傳統文物都還在整合發展中。噶瑪蘭族來自於蘭陽平原，由於清代漢人移墾壓縮到原住民的生活空間，部分族人移居花蓮，他們走了一條漫長且艱辛的道路，才完成正名的這項訴求。研究噶瑪蘭族文化，目的是保存和傳承傳統文化，並且有系統、有脈絡的整理具有代表性意義的文化符號，在推廣和傳承上，更有效地傳播。研究方法為文獻分析法、訪談法與個案分析法，首先梳理既有文史資料、分析文獻內可使用的符號或文物，以及符號學與紋樣設計的文獻。在訪談法上採用半開方式問卷訪談，主要對象為品牌學者、專家、從業人員。最後採取個案分析法，以知名和具有代表性的原住民品牌作為個案分析，來採取符合現代文化風格的設計手法。在完成品牌識別整合設計後，獲得了目標群眾（即一般大眾）的回饋，有效傳達了噶瑪蘭族的文化，並加深了大眾對噶瑪蘭族的瞭解以及想要參與活動、購買香蕉絲織品的意願。期望透過這套噶瑪蘭族文化的品牌識別整合設計，凝聚族群向心力與認同感，未來更有可能與地方文創品牌、地方創生機構或旅宿單位合作，創造出不一樣的設計風格，也更方便傳遞噶瑪蘭族文化的豐富內涵。

The Kavalan people is the 11th ethnic group of Taiwan, which belongs to the Ping-pu ethnic group. Due to the late time of name correction, many units and traditional cultural relics are still in the process of integration and development. The Kavalan people came from the Lan-yang Plain, and due to the migration of the Han people in the Qing Dynasty to compress the living space of the aborigines, some of them moved to Hualien, and they took a long and arduous road to complete this demand for a correct name. The purpose of studying Kavalan culture is to preserve and inherit traditional culture, and to systematically and contextually organize representative cultural symbols, so as to promote and inherit them more effectively. The research methods are literature analysis, interview and case study, which first sort out the existing cultural and historical data, analyze the symbols or cultural relics that can be used in the literature, and analyze the semiotics and pattern design literature. In terms of interview method, semi-open questionnaire interviews were adopted, and the main subjects were scholars ,brand experts, and practitioners. Finally, a case study method is adopted, and well-known and representative aboriginal brands are used as case studies to adopt design techniques that are in line with modern cultural styles. After completing the integrated design of the Corporate Identity System Design, it received feedback from the target group (i.e., the general public), effectively conveyed the culture of the Kavalan people, and deepened the public's understanding of the Kavalan people and their willingness to participate in activities and buy banana silk fabrics. It is hoped that through this set of Corporate Identity System Design and integrated design of Kavalan culture, the centripetal force and sense of identity of the ethnic group will be condensed, and it is more likely to cooperate with local cultural and creative brands, local creative institutions or accommodation units in the future to create a different design style, and it isalso more convenient to convey the abundant connotation of Kavalan culture.