嘉義優鮮 CHIAYUN Brand Identity 嘉義縣政府 Chiayi County Government 2020
嘉義縣政府致力推動在地農特產品商品化，為翻轉傳統農業既定印象，重新定義「嘉義優鮮」品牌形象，提升農業轉型創新能量，打造嘉義縣高品質新農業實力。
「嘉義優鮮」品牌視覺識別重塑，結合農業精神與當代設計元素，將嘉義優鮮原英文副標「Quality & Fresh」捨除，新加入「Chiayi + yummy = CHIAYUM」之品牌英文名。識別標誌設計概念則將嘉義縣轄內囊括18鄉鎮市做為視覺骨架，在極簡易於記憶的形態中，以18條清爽梳理的綠色線條描繪出「田」及「田埂」的意象，從起點萌芽滋長，象徵農作的基線、施培、育成及韌性。並延伸出漁業專用之視覺標示，保有視覺一致性的同時兼顧多元產業的使用。
透過當代設計闡述傳統農業創新理念，感受嘉義縣優質、可口、精緻農業的核心價值。
Along with the rebrand of specialty goods launched by Chiayi County Government, the new visual identity combines agricultural spirit with contemporary design elements comprises 18 green stripes. The form of the mark represents the number of townships in the county and resembles the "田" suggesting paddy fields in Chinese character, symbolizing the germination and unity of agriculture in the way of abstraction and transformation. The specifically applicable version made for the aquatic product on an equal basis as the main logo, offers both flexibility and coherence of the need in diverse industries.
Besides the new logo, the naming replaces the previous “Quality and Fresh” with “Chiayum” as a new brand addressed, which is a combination of “Chiayi” and “Yummy”. Signify the expression of delicious and taste feelings in a smarter way.
