本設計專案旨為探討當代公共場域之品牌識別，係雙聯學制(台灣淡江大學 資訊傳播所、澳洲昆士蘭科技大學視覺與互動設計所)之創作研究。專案透過澳洲設計產業實習工作經驗之反省實踐(Reflective Practice)與創作專案計畫，為澳洲布里斯本龍柏動物園重新規劃其品牌識別(Brand Identity)以及第三方使用規範。設計方法一為透過在澳洲布里斯本設計公司 Lumberjack Creative 工作中了解澳洲業界的設計過程與當地設計文化，同時結合 Wheeler(2012)提出之五個品牌識別設計階段作為整個創作之主幹，由背景研究、擬定策略、識別設計、創造可見度、到識別資產管理之脈絡，,設計一全面之新品牌識別。

This project explores the concept of contemporary brand identity in tourism destination. The relevant strategies proposed in this project are those of a self- placed junior designer in Australia, who organized a creative work of destination brand identity design for the Lone Pine Koala Sanctuary. The creative work applied relevant theories of branding and design thinking (Meinel & Leifer, 2010) to a traditional tourism destination. The brand identity design process developed by Wheeler (2012), played a significant role in creating and responding to this hypothetical real world brief for the Lone Pine Koala Sanctuary. The contextual review integrated the influences of brand identity in tourism destination. The real world placement has led me to discover an efficient design process in Lumberjack Creative, a design agency in Brisbane.

Abstract 
List of Figures 
List of Tables 
List of Abbreviation 
Statement of Original Authorship  Acknowledgements 
1.  INTRODUCTION .......................................................................................................... 1 
1.1 Background...........................................................................................................1  
1.2 Aims and Objectives ............................................................................................. 4  
1.3 Significance...........................................................................................................5  
1.4 Scope and Outcomes............................................................................................7 

2.  CONTEXTUAL REVIEW ................................................................................................ 9  
2.1 Real World Placement .......................................................................................... 9  
2.2 Brand Identity In Tourism Destination ............................................................... 10  
2.3 The Power Of Brand Identity In Public Space ..................................................... 11  
2.4 Brand Identity Design Elements ......................................................................... 12 

3.  METHODOLOGY ....................................................................................................... 15  
3.1 Reflective Practice In Workplace ........................................................................ 15  
3.2 Brand Identity Design Process ............................................................................ 16 

4.  PROJECT – PROCESS DESIGN .................................................................................... 19  
Phase 1: Conducting Research .................................................................................19  
Phase 2: Clarifying Strategy ...................................................................................... 19  
Phase 3: Designing Identity ...................................................................................... 22  
Phase 4: Creating Touchpoints ................................................................................. 33  
Phase 5: Managing Brand Assets..............................................................................37 

5.  FINAL REFERENCE DESIGN........................................................................................ 39  
5.1 Visual Presentation.............................................................................................39  
5.2 Brand Identity Style Guide For Lone Pine Koala Sanctuary ................................ 44 

6.  DISCUSSION .............................................................................................................. 50 

7.  REFLECTIONS ............................................................................................................ 51 

8.  REFERENCES.............................................................................................................. 54 

9.  APPENDICES.............................................................................................................. 60 

List of Figures
Figure 1: TripAdvisor reviewer highlights of Brisbane’s Lone Pine Koala Sanctuary
Figure 2. The High Line and the logo
Figure 3. The brand image of the High Line
Figure 4. The High Line’s brochure design
Figure 5. The San Diego Zoo’s new identity (a)
Figure 6. The San Diego Zoo’s new identity (b)
Figure 7. Brand Identity Design Process
Figure 8. Koala Cuddling Photograph taken at LPKS
Figure 9. Final suggested emblem set
Figure 10. The inspiration for the emblem design
Figure 11. Final suggested emblem with a Koala image
Figure 12. Sketches of the suggested emblem (a)
Figure 13. Sketches of the suggested emblem (b)
Figure 14. Design progress of the emblem
Figure 15. Sketches for the suggested emblem (c)
Figure 16. Further sketches for the suggested emblem
Figure 17. Final suggested emblem with letters
Figure 18. Century Gothic as brand typeface
Figure 19. Business Cards Design
Figure 20. ID Card Design
Figure 21. Brand Products – Tote Bag Design
Figure 22. Brand Products – Mugs Design
Figure 23. Brand Products – T-shirt Design
Figure 24. Brand Products – Postcard Design
Figure 25. Brand Products – Paper Bag
Figure 26. Mind Mapping Practice
Figure 27. LPKS Brand Elements
Figure 28. LPKS Brand Identity – Internal Scene
Figure 29. LPKS Brand Identity – External Scene
Figure 30. LPKS Ticket Design – Day Pass

Figure 31. LPKS Ticket Design – Yearly Pass
Figure 32. Business Cards Design
Figure 33. Photograph of ID Card Folder Design
Figure 34. Photo of T-shirt Design (LPKS Green)
Figure 35. Photo of T-shirt Design (LPKS White)
Figure 36. Photo of Tote Bag Design Mockup
Figure 37. Photo of Postcard Design
Figure 38. Photo of Kangaroo Fodder Mockup
Figure 39. Photo of Mug Design Mockup
Figure 40. Design Journal
List of Tables
Table 1. Design Journal Model
Table 2. Lone Pine Koala Sanctuary SWOT Analysis
List of Abbreviation
LPKS – Lone Pine Koala Sanctuary
QUT – Queensland University of Technology

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