Logo Study and Designs to Promote Community Products in Sa Kaeo Province

Abstract

Sa Kaeo Province has significant potential in terms of natural resources, cultural diversity, and local ways of life, which can be utilized to enhance the identity of community products. However, many community products lack a distinctive logo that effectively communicates local identity and strengthens brand recognition. Therefore, this research aims to (1) study the identity of community products in Sa Kaeo Province, (2) design a logo that reflects the local identity, and (3) evaluate the effectiveness of the designed logo in terms of memorability, aesthetic value, and commercial applicability. The study is based on the concepts of corporate identity design and symbolic graphic design. The research samples consisted of three groups: five community product entrepreneurs, three logo design experts, and fifty tourists visiting Sa Kaeo Province. Data were collected through interviews, questionnaires, and satisfaction evaluation forms. The design process included identity analysis, concept sketching, digital logo development, and evaluation by the sample groups to select the most appropriate design.

The results indicated that the designed logo consisted of three main elements: the text “Khon Sa Kaeo” representing the identity of local community products, the use of green and golden yellow colors symbolizing natural abundance and agricultural richness, and the symbols of a buffalo and a butterfly representing the agricultural lifestyle and the biodiversity of Pang Sida National Park. The evaluation results showed that the logo effectively reflects local identity and is positively recognized in terms of meaning, aesthetics, memorability, and marketing potential.