دور الفكرة التصميمية في تعزيز الهوية البصرية لشعارات البنوك في الأردن (من وجهة نظر الموظفين و العملاء)‎

Other Title(s)

The role of the design concept in enhancing the visual identity of the logos of banks in Jordan

Dissertant

مسامح، ضياء وائل نعيم

Thesis advisor

الأزهري، وائل وليد

University

Middle East University

Faculty

Faculty of Architecture and Design

Department

Department of Graphic Design

University Country

Jordan

Degree

Master

Degree Date

2018

Arabic Abstract

هدفت الدراسة إلى التعرف على دور الفكرة التصميمية في تعزيز الهوية البصرية لشعارات البنوك في الأردن، وتكوّن مجتمع الدراسة من البنك الإسلامي الأردني و بنك القاهرة عمان وبنك الأردن ممثلين بموظفيهم وعملائهم البنوك و التي هي موضوع الدراسة و البالغ عددهم (27) موظف و (90) عميل في كل من المحافظات التالية : (عمان، الزرقاء، اربد)، و لتحقيق أهداف الدراسة قام الباحث بإعداد وتطوير استبيانين حول شعارات البنك الإسلامي الأردني و بنك القاهرة عمان ثم بنك الأردن، الاستبيان الأول يحتوي على المحور الأول و هو الشعار الحالي و يتكون من (13) فقرة، و المحور الثاني هو الهوية البصرية الحالية للبنك و يتكون من (12) فقرة، الاستبيان الثاني يحتوي محورين، المحور الأول و هو الشعار المطور و يتكون من (13) فقرة، و المحور الثاني هو الهوية البصرية المطورة للبنك و يتكون من (12) فقرة و أظهرت نتائج الدراسة ما يلي : 1- وجود فروق ذات دلالة إحصائية (0.05= α) بين المتوسطات الحسابية تبعا لوجهتي نظر الموظفين و العملاء في الشعار الحالي و جاءت الفروق لصالح الموظفين.

2 وجود فروق ذات دلالة إحصائية (0.05= α) بين المتوسطات الحسابية تبعا لوجهتي نظر الموظفين والعملاء في الشعار المطور وجاءت الفروق لصالح العملاء.

English Abstract

The aim of the study was to examine the role of design concept on enhancing the visual identity of the bank's logos in Jordan.

The population of the study included Islamic Bank, Cairo- Jordan Bank and Jordan Bank, represented by banks employees and clients.

The sample of the study consisted of (27) banks' employees and (90) clients from Amman, Irbid and Zarqa' governorates.

To achieve the objective of the study, the researcher developed two questionnaires addressing the logos of Islamic Bank, Amman- Cairo Bank and Jordan Bank.

The first questionnaire included (2) domains, the first examined the current logo of the bank and consisted of (13) items.

The second domain included the current visual identity in the logo.

The second questionnaire also included (2) domains.

The first domain included the developed logo and consisted of (13) items while the second domain included (12) and addressed the developed visual identity of the bank.

The most significant results found were as follows : 5- There were statistically significant differences (α=0.05) between the means scores of employees and clients concerning the current bank logo, in favor of employees.

6- There were statistically significant differences (α=0.05) between the means scores of employees and clients concerning the developed bank logo, in favor of clients.

7- There were statistically significant differences (α=0.05) between the means scores of employees and clients concerning the role of current logo in enhancing the banks; visual identity, in favor of employees.

8- There were statistically significant differences (α=0.05) between the means scores of employees and clients concerning the role of developed logo in enhancing the banks; visual identity, in favor of clients.

In light of the results found in the study, the following recommendations were suggested: 1- The need to pay more attention to selecting a design concept suitable to the identity of the bank as this has a significant role in understanding the logo.

2- The need to develop a design concept that distinguish the bank from other competitors and works on enhancing the bank's visual identity.

3- The need to inform bank's employees about the design basics that were used to develop the current bank's logo as the majority of them do not understand the elements of the design used in the current logo.

Main Subjects

Arts

Topics

• Banks
• Branding
• Design
• Jordan

No. of Pages

177

Table of Contents

• APA
• MLA
• AMA

Language

Arabic

Data Type

Arab Theses

Record ID

BIM-834960