LOGO DESIGN FROM COMMUNITY ECONOMIC PLANT IDENTITY: A CASE STUDY OF PHROM KHIRI COMMUNITY
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Abstract
This research aims 1) to explore and gather data concerning the key economic plants and their associated identities within the Phrom Khiri community, 2) to analyze suitable components and concepts for incorporating economic plant identities into logo design, and 3) to propose logo design guidelines derived from the economic plant identities for the Phrom Khiri community, along with an initial evaluation of the designs by design experts. The case study focuses on the Phrom Khiri community in Nakhon Si Thammarat Province, a community distinguished by its prominent economic plants, namely Matat (Brown Gardenia) and Fig. The study commenced with the collection of data on the community's main economic plants and an analysis of the cultural, historical, and lifestyle identities related to these plants. Subsequently, entrepreneurs, artisans, and local wisdom experts were surveyed and interviewed to comprehend their needs and perceptions regarding the integration of economic plant identities into logo design, including an initial evaluation of the logo designs by design experts. The research findings indicate that effective logo design should integrate natural elements, shapes, colors, and symbols that represent the economic plants, concurrently with storytelling and community values. The expert evaluation results demonstrated a mean score ( )of 4.33 for clarity in communicating identity, aesthetics, and usability, with a standard deviation (S.D.) of 0.58, which is interpreted as 'very good'. Furthermore, the mean score (
) for uniqueness was 3.33 with a standard deviation (S.D.) of 0.58, interpreted as 'fairly good'. The proposed design guidelines can be applied to create distinctive logos, enhance product value, and sustainably promote the identity of the Phrom Khiri community.
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