The Development of Corporate Logo Design from Decorative Patterns of Ayutthaya – Style Art to Promote the Organization’s Identity and Image of the Rajabhat Phanakhon Si Ayutthaya University

Abstract

The Objectives of this research are to study and analyze corporate logo design from decorative patterns of Ayutthaya-style art and to develop corporate logo design and to evaluate the customer perception on corporate logo design which a development aimed at enhancing the organization’s identity and image of the Rajabhat Phanakhon Si Ayutthaya University. Sample used in this is research consist of 3 groups; 1) 3 policy makers 2) 3 experts 3) 196 customers who use the service. The instrument used in this research consist of; 1) The questionnaire for policy maker. 2) The survey collection form for decorative patterns of Ayutthaya-style art 3) The Design Evaluation form for experts. 4) The perceptual evaluation form for customers. The statistics used in this research are the mean and standard deviation. According to the research findings, 1) The corporate logo design from identity with Prachamyam motif to corporate logo design in celebration of the university’s 118^th anniversary, which include graphic design image, logo master design and application guideline. 2) The improvement of corporate logo design selected 1 design (the second design from Prachamyam motif) by experts which achieved a high average score (x̄ = 4.39, S.D. = 0.58) 3) Customers Perceptual evaluation result to a new corporate logo design in 5 aspects on a high average score (x̄ = 4.26, S.D. = 0.15). When considering each aspect to consist of 1) The Logo designed from decorative patterns 2) Corporate recognition 3) Communication of logo Design 4) Corporate reflection and 5) Adaptable using and versatile application, we found that all of customer perceptual are high level score.