The Corporate Identity Development for the Digital Communication Arts Program Nakhon Phanom University through Participatory Action Design
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Abstract
This research aimed to study and analyze stakeholders' needs in creating a corporate identity, to design and create a corporate identity using a participatory action design process, and to evaluate the effectiveness and satisfaction toward the corporate identity for the Digital Communication Arts program, Nakhon Phanom University. The sample consisted of 47 stakeholders, including students, lecturers, alumni, graduate employers, and executives. Research instruments included a semi-structured interview form, a participatory observation form, and a design evaluation form. The findings revealed that 1) the participatory design process led to the creation of a logo and media identity that effectively reflected the program's identity, and the overall mean score of the logo was 4.48 (S.D. = 0.59). 2) The expertise rated the media identity at the overall mean score of 4.57 (S.D. = 0.55) both in aesthetics, appropriateness, and communication effectiveness. However, 3) an opinion on the consistency of the media identity with organizational culture and university context were rated at the lowest overall mean score of 4.20 (S.D. = 0.84).
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