1.

2. . 010 . 022 B E W C 026 029 036 038 042 056 058 064 074 076 077 078 080 114 116 118 129 130 132 134 136 148 150 152 158 161 162 164 166 186 188 192 . 202 . 212 3. 7 . B1 : 3C E1 B2 E2 B3 E3 / B4 E4 B5 - - - - - - - - - - () - () - - E5 - - - - - - - - - - / - - B6 B7 B8 E6 E7 E8 W1 C1 W2 C2 W3 C3 W4 C4 W5 - - - C5 - - / - - - / - - - - - W6 W7 W8 C6 C7 C8 4. . 5. 11 ? 2 . , , , . . , , _ _ _ _ , , 6. 13 300/300 , , 100 , , , / 100(), 50() / 700 / 300 / 300 < > , 916 82.3% 754 , 98,815 , 87.6%(1,774) 66,2%(201,477) 23.8% 66.2% 87.6% 12.4% , / . , , /, / , , , , , / , / , 2 7. 15 , (Repositioning), , , , , , . , , , , < > < > 8. 17 , , / , < > 9. 19 , , . / , , , , , , , / , , , , , , , , , , , , /, , , . / , , / HI(Hospital Identity) , , , MI, BI, VI , , , , , , , , , , , 10. 21 , . , , / , , , 4 , , , /, , , /, / , . / , , , , , , 11. . 12. B1 : 3C B2 B3 B4 B5 - - - - - - - - - - () - () - - B6 B7 B8 13. 27 B1 . , , . . , . , . (Brand Value) (Brand Image) (Brand Royalty) (Brand Relationship) . (Brand Image) (Brand Value) , () ( ) ( ) (/) (/) (/) < > 14. 29 : 3C , , , , , Consistency Clarity Continuity ,, , , (HI:Hospital Identity) . (HI) MI ( ) BI ( ), VI ( ) , , . MI VI HI BI MI, BI, VI Mind Identity Behavior Identity Visual Identity MI , BI VI , . , B2 15. 31 MI MI (/ , , ) / ( , , ) MI MI CSR (MI) , , Vision Value Mission (Vision) (Value) , (Mission) 3 (Vision) (Value) Love and Sharing, Creative Effort, Technology Innovation (Mission) (Vision) (Value) , (Mission) , (Vision) (Value) 4C: Care, Challenge, Collaboration, Commitment (Mission) (Vision) (Value) , One-Stop , , , , (Mission) MI 16. 33 BI (, , ) , - BI BI , , , , , , , , , , / , , , , , ( , ) , , , BI , BI , , BI , (: Cross-selling) 3 BI 17. 35 , , , () , VI , , , , , , , , VI (Look&Feel) . , , , , . , Style Creator Style Determinator Style Follower VI VI 18. 37 B3 . MI, BI, VI , , , , , . , (HI ) , , , ///SNS/ //(DM) , , / / / , , , , , / , (, , , , ) , , / , , , & //// /& , ( : Stationery), , , , , , , ( )/ ()/& 19. 39 B4 , , , , . , H.I , (, , ) , , , , / , , VI , , (Look&Feel) 20. 41 , , , (Brand-ism) , , , // , 21. 43 B5 () (VI). . , , , , , , . , , , , ) : `` `` , , , , , , , , , ( ), , , , MI Descriptive . , Abstract Typographic < > 22. 45 1) (Main Color: ) : , VI 2) (Sub Color: ) : 3) (Accent Color) : VI , , , 5-20mm , / , , , , , (Slogan) (Signature) (Logotype) (Symbol Mark) VI VI (Look&Feel) () (), VI , , , , 23. 47 , , , , / , (Flexible&Fit) 1) : 2) : , 3) : Cleveland Clinic , ( ) Hospital de Braga , ( ) Children`s Miracle Network hospitals ( ) , , , , , , VI 1) (Brand Personality) , , 2) , , , , , < > < > < > 24. 49 ( ) (HI ) , , , , , SNS, DM , , , VI ( , ) , , B5 () () , () , , 25. 51 , , , , , , , / / , , , , , / , , , , () , , ( , , ) ( , , , , , , , , , ) [: 2013.03 ] 26. 53 , (, , , ) , ( ) HI , , , , , , , , ( ) , , , , , , , ( ) ( ) 27. 55 , , , VI , , , , , VI , / , , , , VI , ( ) , , , , , , , , Medi , (), / , , 90mm X 50mm 90mm X 55mm, 330mm X 245mm, 220mm X 100mm, 210mm X 297mm(A4 ) , Pale , 28. 57 / / SNS / // // / // / / / 10 -1 -3 -2 -4 -5 // / // // / / // SNS DM// (SMS) B6 10 , . 10 . /, , . 29. 59 B7 / HI , , ( , ) , , , , , / , , , , , , , , / , , ( ), , , ( , ) (, ) , HI , , , , , 30. 61 /, //, , / , , , , , , , (/) () , , , , ( , ) / , , , , , ( , , , ) , , , ( ) , , , (, , / ) , , ( , , , , ) (HI) , ( , , , ) 31. 63 //DM ( ) 1) 2) 3) 4) Q&A (/, DM/ , SNS, , ) DM , () ( ) , SNS , , , , The Birthplace, Maternity Hospital Branding Design System MetroSouth Medical Center Hospital Branding Guideline Handbook MI, BI, VI 32. 65 B8 / Le Lait Hospital Braga , , , () , Presbyterian Intercommunity Hospital , Street Furniture Site / Massachusetts General Hospital (2013 ) SNS () (Look&Feel) 2 , , 2 , , , 220cm50cm() 220cm115cm Royal Roads University , , 33. 67 Royal Children`s Hospital Mayo Clinic health system Johns hopkins medicine Royal Children`s Hospital Cleveland Clinic Mellen center , , Jeo DiMaggio Children`s Hospital Palmetto Health Children`s Hospital The Royal Children`s Hospital Texas Scottish Rite Hospital for Children , , LED , The Royal Children`s Hospital 34. 69 /, //, , / Franciscan Alliance hospital Monroe Carell Jr. Children`s Hospital , ) Franciscan Alliance hospital - , midnight : - , : , -sandstone, : -ceil : Monroe Carell Jr. Children`s Hospital Kosair Children`s Hospital endur ID , , /, //, , / The Royal Children`s Hospital Adobe , ( ) Adobe , , , / Adobe (Look&Feel), 35. 71 30 ( , ) , 30 , , Cleveland Clinic SNS , , Kosair Children`s Hospital Mayo Clinic BC Children`s Hospital DM , , BC Children`s Hospital DM , DM Mayo Clinic Mayo Clinic , , 36. E1 E2 E3 / E4 E5 - - - - - - - - - - / - - E6 E7 E8 37. 75 , , , , + / , , , , , High touch , Stress- free Multi-sensing , , , E1 , , , , , , , , , , , , . . 38. 77 E2 , . (Barrier-Free) . . E3 . , /, . . , , , , , , , /, , , / / / // / /// / / / CT/ MRI/ X-RAY / / / / / / / / / / / / / / / / ()/ / / / X / / / MRI/ CT/ / / / / / / , / / / / / / / , , , / / / / / / / 39. 79 E4 / , (Barrier- Free) , / , / , , , , 40. 81 , , , 90~100% 60~90% , 60~90% , , , E5 () 40~60% , 60~40% , , , , , , 41. 83 33.3%, 32.8%, 10.8% , , , , , , , : ) , , / , [ KS A0011 2005 ] , / ( Off-White ) , (soft) (Static) (Hard) (Dynamic) / / / / / / // // 42. 85 / / / / / / / / / / 43. 87 , , , , ,, , , , , , , , , / ( ) , , , , / , , co2 , , , , , 44. 89 , , , , , , , 45. 91 , , , , , , / , / , , , , , 46. 93 , , , , , , , , , , , , , / , , , , , , 47. 95 , , , , , , / / , , , , , , , , , , 48. 97 , , C/ E *C/E / C/ E / , - - , 1 2 - - - - - - , - - 1 1 , E5 () 49. 99 , ,, , , / 50. 101 , , , , , , , / , , 51. 103 , , , , < > 52. 105 , , , , , , , , , , , , , , , , , , , , 53. 107 1 , / , , , , , , , , , , , , , , 6m 4 6m 6 4 1 2 1 3 4 5 6 2.2m 6.3m2 1 6.3, 2 1 4.3 1, 2~6 54. 109 , , , , , , , 2~3mm 1/7( 1/10) , , 1.1m 20Wx2, 40Wx1, 40Wx2 55. 111 , , , , , (, , , , , , , , , , , , , , ) / , , 4 , , , , 1 4 1 , / ()/ / / / X / / 2 / ()/ / / / / 3 , / / / / MRI/ CT/ 4 , , / / / / / / , , , X-RAY, , , , / 56. 113 , , 2 , 2 , , , , < > 57. 115 E6 / / / / / 10 -1 -3 -2 -4 -5 10 , . 10 . , , , . / MRI CT X-ray / / ~ / , /, 17 * 58. 117 E7 / / / / / / , 1 ( ) , , /. , , , / / / 2 (, ) / , , , 59. 119 E8 / Miller Children s Hospital Renown Children s Hospital matsumoto kids dental clinic Ann & Robert H. Lurie Children s Hospital of Chicago , / Ann & Robert H. Lurie Children s Hospital of Chicago Ann & Robert H. Lurie Children s Hospital of Chicago , 60. 121 Dell Childrens Medical Center of Central Texas Raffles Hospital of singapore Louis Childrens Hospital Henry Ford West Bloomfield Hospital sBloomfield () () () Nemours Children s Hospital St. Joseph s Hospital Health Center Dell Children s Medical Center , , 61. 123 CHRISTUS St. Michael Health System Texas 6 2-3 (,) (,) () Mayo Clinic , , , Ann & Robert H. Lurie Children s Hospital Dell Children s hospital clown doctor Royal Melbourne Hospital Auckland s hospitals In New Zealand St. John Hospital Goodtime Medical in USA Clown Doctors of Austria Clown Doctor Clown Doctors 62. 125 Children s Healthcare of Atlanta Nemours Children s Hospita UCSF Medical Center at Mission Bay Centro Medico Teknon in Barcelona Khoo teck puat Hospital in Singapore 5 10 63. W1 W2 W3 W4 W5 - - - W6 W7 W8 64. 129 . , . , , , , . . . / , , . , , , , , , , W1 65. 131 W2 , , ` ` / , , , , , , / / , (/ /) . , / . 66. 133 W3 , /, , , , / , , , , , , , , . , , , / , , / , GPS , , , UI , , , , , , / , , , 67. 135 , , W4 , , , , , , , , , , , , , , 68. 137 W5 , , / , , , , , , , , , , Global , , / 69. 139 . (directional sign) (identificational sign) (orientational sign) (informational sign) (statutory sign) , , , , , , , , , , , , , , , , , , , 70. 141 , , , , , , , , , , , , , , , , , (VI) , , < > , , , , , , , , , 3.5 , , , , 71. 143 (VI) , , , < > , , , , , , HI(Hospital Identity) HI , , , Grey / , < > / / < , > A B < > A B < > 72. 145 , , / / , , (Legibility) , , : 3.6 , : 4.4 < > 2 3 : : : : , , , 15 , , 2 () , 73. 147 , , , () () () () () () () () , , , (HI) < > , Centrifugal Water Chiller / Boiler / Heat-Pump / Centrifugal Chiller / Central Commander Center / 25m 40m 90m 160m 190m Turbo Refrigerator / Turbo Refrigerator / Boiler / Boiler / Water tank / Water tank / Refrigerator / Heat-Pump / Heat-Pump / Central Commander Center / /Pump /Pump 25m42m105m170 m Entrance Entrance Bestian Hospital < > , , 20m < > 74. 149 W6 / / / / 10 -1 -3 -2 -4 -5 SNS (SMS) 10 , . 10 . , / . 75. 151 / / , , GPS ` ` SNS , ` ()` , , , , , , , , , , , , , , / / / , , ( ) VI 7 , / , , , , , , W7 76. 153 / / / / Ayen Clinic South Tyneside Hospital Physiotherapy unit // , 3D VI (U ) , , , Centro Medico Teknon entro Medico Teknon Sant Pau Hospital Sant Pau Hospital / New York University Sant Pau Hospital Sant Pau Hospital , / W8 77. 155 Pediatrics and Traditional Chinese Medicine Practice Royal Alexandra Childrens Hospital TTS Hospital TTS Hospital / / / SENZOKU GAKUEN COLLEGE OF MUSIC South Tyneside Hospital Denver childrens hospital Water Formula Center Great Ormond Street Hospital INGELSTA SHOPPING Center Chemnitz School of Industry, Sportshall/The Grandstand-Sports Park Hawkes Bay / 78. C1 C2 C3 C4 C5 - - / - - - / - - - - - C6 C7 C8 79. 159 C1 . . , . . . , , . . . , , , ( ) , () , R&R () () 80. 161 / / / , , , , 4 . , , , C2 81. 163 (face-to-face) , (Non face-to-face) . C3 , , , 24 , , , , 4 SNS SNS OS / (SNS) (SMS) / , 82. 165 C4 3 , , , 4 , (// ) ( ) , , , , . , 83. 167 C5 () , , , . . , , , , , , , , , , , , . , , . , . / , , , , , , , , , , , , , , , , , , , , , , , , , (Body Font), (Headline), (Title), (Label Font), , , 1px~2px 12~13px, 11px 12 / , 84. 169 , / , , , , , , , (Web Safe Color) . 210, 6 216 70%, 25%, 5% . GE C5 () , , , , , ( ), BBC 85. 171 (Global Navigation) (Local Navigation), (Featured Navigation) , , , , / / / < > // (rich contents) 30~1 PDF , , (Narration) . 2~3 , . 1 , , . , , , (Mayo Clinic) IT Accessible app , twitter youtube SNS , SNS 86. 173 2008 14 , /// 2012 Easy Read , Barnet and Chase Farm Hospitals , , , . , ( , Asynchronous Communication) (Mobility), (Location), (Personalization), (Timeli- ness) PC ( 320x480px, 640x960px 480x800px ) UI (Custom scroll bar, ) (Vertical view) (Horizontal view) iOS HTML5 87. 175 OS GPS , , , 1.5m ,, , (Horizontal view) (Vertical view) (GOODOC) , , MY , , , 88. 177 OS 3 , , , , , , , , , , (, , ) , , _ , 89. 179 _ _ ( ) _ _ . . Wells Fargo ATM Wells Fargo Step1, Step2 , , < > , , < > 8 90. 181 , , , , , , , , , , / / / / (DNR) 91. 183 // / / , , / () / / / / / (Serif type) (Sans- serif type) 9 . 40 92. 185 / < > (Nightingale) Online Medical Records Nationwide Childrens Hospital (HealthTap App) 93. 187 C6 / / / / / 10 -1 -3 -2 -4 -5 10 , . 10 . , / . 94. 189 C7 (SEO) , (, ) , SNS(, ), ( ) / ( ) (flicking, ) 4 , , , // // , , , /(, ) , , , , / , PC QR 95. 191 SNS SNS SNS SNS , Q&A SNS , , ( ///) /DM , (///) ( , ) , ( , ) ( ) , , (PHR) (health profile) 96. 193 C8 / Henry Ford medical group Southwest Airlines , , , , Royal Berkshire Hospital Healthtap / Hipmunk Hipmunk , Healthtap 97. 195 NationwideChildrens Hospital SmartSigns (2009 Ojhio State Depoartment of Design ) Royal Berkshire Hospital Alice Hospital 3D / / 98. 197 ATM Kyle Lechtenberg (Universal design, , , , ) . (Kinder Untersuchungsheft) MAYO Clinic U1~U9 U1 ~60-64 U9 , . , , / / (HCD) IDEA 2009 award GOLD HCD toolkit NGO (JAPAN PILL-HARMONIC) Go Dutch Bill I/S BBDO Tokyo JAPAN PILL-HARMONIC 20 Liu, Szu-Yu 2012 IF 99. 199 Injini App 12 Tonic Health App ipad , CliniSpace Prognosis App Federal Virtual Challenge 2011 Artificial Intelligence in Training , (Case) , , , Fujitsu Fit-care 5 . MIT Cardiio (www.hicel.com) . 24 / 100. . 101. 203 < > . . < > < > . , , , . , . . . / . ~ , . , , , , , / , /, , /, . . , /, , , , , , , , , , , , 102. 205 < > . 1 6 . . , , , / , . /, , , , // , , , , , / 103. 207 . . , ( ) . , ( ) . , . . . . 104. 209 N . , , , / , SKIN&SCAR . N , . . N / . , N . , (2) , . < > N . , VI ~/ , , , , / , , , * N , . 105. . 106. 219 AlinaWheeler,DesigningBrandIdentity:anessentialguidefortheentirebrandingteamJohnWiley&SonsInc2009 2009, 2008, :L.,D.,2012,Biz :UX,2011,(UX4) 100,,2012 :2013 ,2013 :,2010 /[]2005 ,2012 UX()2013 ,,, , 2013 ,2011 ,2009 -,2011 (GUI):,2007 (),,2012 ,2006 --,2001 ,2007 :,,2008 ,2003 ,2008 (MRI&PET-CT),2011 :,2001 ,,2012 -,,,2012 -3,2009 -1,2012 :,2002 -,,2003 :,2011 -,2010 SIGNSYSTEM-,2009 ,2002 CapsuleAccommodation-,2011 ,2007 :V.I,2010 ,2003 (IDC):,,2011 ,2011 -6,,2003 ManualDefibrillator,,2011 -58,2004 ,132(20075) ,2006,2006 ,,,Vol.10No.3,pp.241-249,2010 :,17(3) ,,207189,2004 ,,,117,2011.07,pp.248-258 ,Vol.11No.4,2011 ,,2002 ,11pp33~45,2006 ,2009 ,,2009,2009 :,,2010(20109) ,2008 -,610,20006 GUI:,,,7516,2007,pp.231~240 ,,,Archivesofdesignresearchvol26.no1,2013.2 -,Vol.13,2006 -- ,,v.14n.4(51),2005.08 ,,,2010 IT376313(20106),pp.60-68 107. 221 ,,2013.01.14 ,2012 KMAKMA,2013.03 (),2012 ,2012 ,2010 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www.sisapress.com/news/quickViewArticleView.html?idxno=40962creativebits.org/branding/childrens_miracle_network_hospitals_identity_redesigncommons.wikimedia.org/wiki/File:The_Royal_Childrens_Hospital,_Melbourne.jpg www.foodbank.co.kr/news/view.php?cat_name=%BF%C0%C7%C7%B4%CF%BE%F0 &secIndex=34628&section=003003&back=I blog.naver.com/PostView.nhn?blogId=enohau&logNo=100004595519&redirect=Dlog&wid getTypeCall=true www.anewsarticle.com/cleveland-clinic-has-now-completed-90-years-of- success-166 www.digitalsignageconnection.com/search/node/How%20Digital%20Signage%20Im- proves%20Healthcare blog.naver.com/PostView.nhn?blogId=smilegirlove&logNo=110146569856&redirect=Dlog &widgetTypeCall=true www.archdaily.com/220749/phoenix-childrens-hospital-hks-architects/2-phoenix- childrens-exterior-with-logo www.aecom.com/What+We+Do/Architecture/Market+Sectors/Health+Care/ Womens+and+Childrens/_carousel/Children%E2%80%99s+Hospitals+and+Clinic s+of+Minnesota,+Minneapolis+Campus+Expansion+and+Renewal 108. 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