（本策略設計為概念提案，非正式採用之方案）
（This brand design is a conceptual proposal, not a adopted scheme in the end.）
這是手心設計在 2021 年為監察院提出的品牌策略與識別概念提案。本案的設計宗旨是以當代且穩重的總體識別轉型，拉近人民與監察院的距離；手心從現況研究、目標訂定、策略分析一路收斂出品牌核心「真」，延伸成品牌標語「真理檢驗過去，真相守護現在，真實保障未來」，並在提案簡報中提出 A、B、C、D 四款標誌方向。
一個完整的品牌除了令人印象深刻、具有識別度的Logo之外，其大至精神主張、小至員工的穿著舉止，皆需要有上下一致的原則及品牌態度。手心希望賦予每個品牌獨特的個性與靈魂，也希望隨著時間的推進，品牌精神可以歷久彌新。
在前端的調研與定位，是形塑品牌核心的重要步驟，透過有邏輯、有系統的策略規劃，能有效率地釐清與強化品牌精神，為後續的設計工作奠定強而有力的基石。
本次以監察院總體識別提案過程為例，與大家分享其中的流程與結論歸納。
In addition to the impressive and recognizable logo, a complete brand needs to have consistent principles and attitudes including the core concept and the employees’ behavior. We hope to give each brand a unique personality, also hopes that as time progressive, the brand spirit can last forever.
The investigation in the early stage is an important step in create the core of the brand. Through logical and systematic strategic planning, the brand spirit can be effectively understood and strengthened, and a solid foundation can be built, so that the design can have a correct direction and strong soul.
This time, taking the identification design proposal of the Control Yuan as an example, we will share the design process and conclusions with you.
監察院的形象面臨什麼課題？§
【現況研究】
監察院的創設源於「五權憲法」理論，為避免立法院濫用職權、權力獨大，因此模擬「御史」制度，創設了監察院，藉由監察權監督、制衡行政權，並賦予糾察與調查的權力。
而隨著時間推移，「監察制度」與「民主人權」成為目前世界憲政發展的趨勢與潮流，因應時代而產生的轉型勢在必行，除了使監察權更加透明化，也成立國家人權委員會，傳承了公平、正義、嚴謹態度的同時，更積極推動人權意識。
【Existing Circumstances Research】
The establishment of the Control Yuan originated from the Five-Power Constitution. To avoid the Legislative Yuan’s abuse of power and dominance of power, the Control Yuan was created by simulating the Chinese-Censor system to supervise, check and balance administrative powers through supervisory powers, and give pickets and investigations power.
Over time, the ” supervisory system” and “democratic human rights” have become the current trends in the development of constitutionalism in the world. Transformation in response to the times is imperative. In addition to making the power of supervision more open, the National Human Rights Commission has also been established to pass on just, fair and rigorous attitudes, they also actively promote human rights awareness.
研究中也整理出民眾對監察院常見的五種印象：陳舊與傳統、被動與偏頗、政府的工具、迫害與爭議，甚至「即將廢除」。這些印象正是識別轉型要回應的起點。
手心為這次識別轉型設定了哪些目標與策略？§
【目標訂定】
監院制度行之有年，卻因過去雷厲風行的執行方式，日積月累地使人民產生相當程度的誤解，因此「透過建立當代且穩重的總體識別轉型，以設計傳達與溝通，拉近人民與監察院的距離」是本案最重要的設計宗旨。手心的目標並不是為監察院設計一套規範，而是更期待透過我們的設計與策略，讓監察院成為政府乃至正義的典範。
為此手心擬定了以下設計目標：
- 建立信任：使監察院公平正義的形象走進人民心中，加深人民對政府的信任與安全感。
- 強化溝通：藉由整體品牌形象的更新，使監察院的使命及目標以更清晰明確的型態與人民、社會進行全方位溝通。
- 回應期盼：將監察院的古蹟文化與新時代人民對於監察體制、人權發展的期盼，揉捏形塑成更符合世界潮流與未來發展的全新形象。
【Target Setting】
The supervision system has been in operation for many years, due to the extremely execute way of the past, many misunderstandings between Control Yuan and the people for a long time.
Therefore, establishment of a contemporary and stable identification system and through design to communicate with the people are used to narrow the distance between the people and the Control Yuan is the most important purpose of this design project. Our goal is not to just design a simply identify set of for the Control Yuan, we look forward to making the Control Yuan become a justice model of government through our design and strategy.
For which we have formulated the following design goals:
- Build trust: Make and strengthen the image of fairness and justice of the Control Yuan in the hearts of the people, and deepen the people’s trust and sense of security in the government.
- Enhance communication: Through the update of the overall brand image, the mission and goals of the Control Yuan will be clearer and more definite. It can assist the Control Yuan to communicate with the people and society in an all-round way.
- Respond expectation: The monuments of the Control Yuan and the people’s expectations of the supervision system and the development of human rights in the new generation will become a new image that is more with world tendency and future development.
在策略分析中，手心把五種過往印象，對應到希望建立的五項嶄新價值：當代與文化、積極與公義、人民的靠山、保護與希望、轉型新形象，並以「品牌診斷、品牌定位、基礎系統、應用系統」四個步驟進行品牌識別再造。
為什麼監察院的品牌核心是「真」？§
【概念收斂】
藉由九宮格法、心智圖、水滴法等設計思考方法，團隊由發散的概念中歸納並收斂了監察院的核心價值：真。
「真」代表了監察院的職權與職責：追尋並守護公平正義的「真理」、還原每個民主人權的「真相」、並能如實地傳達人民「真實」的訴求。
由核心價值發展出的完整品牌文化與具體的行動、理念方針，是設計前端重要的基礎，將屬於監察院的品牌個性轉化為專屬的設計語彙，由品牌核心概念開始，逐步完成整套基礎及應用系統，並形塑、指引了品牌精神與核心價值的方向。
【Convergent Concept】
Using design thinking methods such as nine-square division method, mind map, and water drop method, our team summarized the core value of the Control Yuan from the concept: true.
True represents the powers and responsibilities of the Control Yuan: pursue and protect the truth of fairness and justice, return the truth of every democracy and human rights, and faithfully convey the people’s true demands.
The complete brand culture and specific action guidelines developed from the core values are an important foundation for the early stage of the design, transforming the brand personality belonging to the Control Yuan into an exclusive design vocabulary. Starting from the core concept of the brand, gradually completing the foundation and application system, and guiding the direction of the brand spirit and core values.
概念發想時，團隊以「民主、公義、保護」三個方向展開心智圖，延伸出人民、希望、燭光、調查、天秤、良心、屋頂、盾等意象。收斂後的「真」再分成三個品牌信念：真理（追尋並守護公平正義）、真相（還原每個關於民主與人權的真相）、真實（傳遞人民的真實訴求），並濃縮成品牌標語「真理檢驗過去，真相守護現在，真實保障未來」；標語可以分開或組合使用，呼應監察院多元觀點的思維模式。
在品牌文化上，提案將使命訂為「善用機關職權推動國家人權發展，還原每個不容被撼動的真相」，願景為「成為國家的良心、民主及人權的守護者」，並把想法、做法、看法分別對應到理念、行為與視覺識別。
從品牌核心到標誌，提案提出了哪些設計方向？§
在提案簡報中（2021 年 3 月），手心把標誌的設計方向歸納為「建築延伸」「象徵意義」「綜合型」三類，最後提出 A、B、C、D 四款標誌：A 款以代表建築結合公平正義、人權與真相；B 款強調仔細調查、以人為本、公正嚴謹；C 款以燭火象徵希望、以鋼筆象徵執行；D 款取材拜占庭式圓頂，延伸出希望之光與無限擴展的意象。文末的工作照，記錄了團隊把草圖與標準字貼上牆面、逐一比較的過程。
提案同時規劃了 12 個執行步驟：調查研究、機關訪談、核心價值、概念發想、標誌設計、基礎系統、訂定規範、週邊應用、修訂規範、生產製作、影片製作與文宣製作；機關訪談預計涵蓋院內主管、委員與相關處室，也納入學者、民意代表、陳情民眾與一般民眾的外部觀點。
品牌就像一個有個性情緒的人類，隨著時間推移、與不同民眾互動的過程，會更加立體鮮明，理念、行為、視覺規範只是一套原則與大範圍的框架，唯有始終如一地落實品牌信念、並持續不懈朝向願景目標努力，方能成就一個有價值的「品牌」。
A brand is like an emotional person. With time and the process of interacting with different people, everything will become more distinct. Concepts, behaviors, and visual norms are just a set of principles. To become a valuable brand only by consistently implementing the brand beliefs and continuing to move toward to the targets by working hard.
哪些機關適合參考監察院識別轉型提案的策略與流程？§
如果您的機關有以下情況，監察院這份提案的做法可以參考：
- 如果您的機關形象被認為老舊，可以參考先整理民眾印象，再對應希望建立的價值。
- 如果您需要整合內部不同意見，可以參考從發散概念收斂核心價值的做法。
可以參考的順序是：先整理現有印象，再對應希望建立的價值，最後收斂核心。
從機關訪談到核心價值的規劃，可延伸參考CIS 企業識別設計。
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結案時間 Case Closed－2021.03
設計師 Designer－林宜慧 LIN,YI-HUEI、蘇筱雯 SU,SIAO-WUN、盧臆雯 LU,YI-WUN、江珮瑜 JIANG,PEI-YU、劉家溱 LIOU,JIA-JHEN、李奕臻 LI,YI-JHEN、葉子豪 YE,ZIH-HAO、潘東 PAN,DONG
專案企劃 Project Planning－蘇連捷 SU,LIAN-JIE、王彥筑 WANG,YAN-JHU
專案顧問 Advisor－林磐聳教授 Professor LIN,PAN-SONG、李億勳教授 Professor LI,YI-SYUN、林宏澤教授 Professor LIN,HONG-ZE
設計總監 Executive Design Director－徐志揚 HSU,CHIH-YANG