祭祖新風：鷄籠中元祭的品牌重塑與現代平面設計融合之創作研究

Abstract

本研究旨在透過品牌重塑與現代平面設計的融合，為臺灣基隆地區具代表性的傳統節慶「鷄籠中元祭」建構全新的視覺識別系統，提升其在現代社會，尤其是年輕族群與國際觀光客之間的吸引力與辨識度。研究初期透過文獻回顧、案例分析、問卷調查與深度訪談，系統性地梳理鷄籠中元祭的核心文化內涵，並深入探討品牌重塑的潛力與挑戰。研究發現，成功的文化品牌重塑須在尊重並保留傳統核心價值的基礎上，創新運用現代視覺語言與符號系統，透過當代設計美學與有效視覺策略，強化節慶品牌與年輕世代、國際受眾之間的文化連結。第四章進行了系統性的創作設計實踐，包含品牌識別設計、視覺宣傳品設計、數位媒體應用以及延伸文創商品，設計方案已於2025年六月中之畢業展覽實體呈現。展覽期間，透過現場觀眾回饋與設計專家評析，初步證實此設計方案在文化傳承、視覺傳達、參與體驗提升方面的有效性與情感共鳴能力。透過回饋分析，進一步提出了後續優化之建議。

本研究最終提出一套完整且具備創新性之品牌識別系統，成功地實現傳統文化與現代視覺設計之融合，為鷄籠中元祭提供兼具實踐性與創新性的視覺設計策略，並為未來相關節慶品牌重塑提供有價值的參考依據。

This study explores integrating brand revitalization with modern graphic design to create a new visual identity and cultural significance for the “Jīlóng Zhongyuan Festival,” a prominent folk festival in Keelung, Taiwan. The objective is to enhance the festival’s appeal and recognition, especially among younger audiences and international tourists.Initial research included a literature review, case studies, surveys, and in-depth interviews to analyze the festival’s cultural core and its revitalization potential. Findings highlight the necessity of preserving traditional values while innovatively applying contemporary visual language. Leveraging modern design aesthetics effectively strengthens cultural connections with target audiences.

Chapter Four presented a comprehensive design practice, including brand identity, promotional visuals, digital applications, and cultural merchandise. These were exhibited publicly in June 2025, receiving positive preliminary feedback from visitors and experts regarding visual appeal, cultural communication, and participatory experiences. Feedback further informed design optimization suggestions.Ultimately, this study offers an innovative brand identity system that blends tradition and modern design, providing practical visual strategies for the Jīlóng Zhongyuan Festival. It serves as a valuable reference for future cultural brand revitalization research.