Communication

S.O.U.L Brand Identity Design

Extra Form

Country	Chinese Taipei
Year	2021
Award	WINNER
Client	Southern Taiwan University of Science and Technology. Industry Service Center
Affiliation	Southern Taiwan University of Science and Technology Visual Communication Design (Industry Service Center)
Designer	TSENG,TANG-MIN, HUANG, CHEN-I, QIU,YU-XIN, LI,MIN-XIU, CIOU, YUAN-JING
Description(English)	Soul, pronounced similarly to “lock” in Chinese mandarin, is a lock for mind. For eons, our ancestors have been protecting valuables and collection through rope & knots. The material of the lock production evolved from bamboo to wood, with metal components gradually appearing only after the Han dynasty. The pronunciation of Chinese character, 惢Labor is the same as “lock”, comprised of three 心 ( literally means heart in English ) characters. With multiple hearts, the focus is on design, fashion and culture.
Description(Native)	英文「SOUL」讀音亦同於「鎖」，而「SOUL」就是心靈中珍愛商品的那一把鎖。 人類的祖先自遠古時期就透過繩索製結來保護珍貴或收藏之物，製鎖的材質經過演變包括有竹材質、木材質等，到了漢朝之後才逐漸出現金屬材質的鎖件。以此概念進行品牌設計與發展，並將其應用在生活飾品上，用「心」與「思考」結合文化、美學與工學，且在SOUL的產品上都可以找尋到以「鎖」為概念的巧思與時尚樂趣。 漢字「惢」字讀音同「鎖」，由三個「心」字所組成，多心的我們細心於設計、鎖心於時尚、用心於文化。 將古代「鎖」的用意與目的延伸於商品開發上，除了保護珍愛商品的功能性外，外型也結合生活文化與美學，講求的不僅是保護珍藏之物，而是對於生活及生命中所重視之事物也寄予美好的祝願，希望能將美好的事物牢牢鎖住並且珍藏於心。
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