Corporate Identity Design for a Smart Farm Project, Khon Kaen University

Abstract

 This research aimed to study and design the corporate identity and graphic elements for the smart
farm project ‘KKU Farm Dee’ at Khon Kaen University. A qualitative approach was employed, including
a literature review of books and research related to agriculture to identify design concepts and create initial
designs. These design samples were then used in focus group discussions with experts in design, marketing,
and agriculture. The research results were divided into four parts, and the collected data were analyzed to
create examples of brand elements in four areas: 1) brand name, 2) slogan, 3) logo, and 4) graphic elements, which were subsequently evaluated by five experts to select the most appropriate options. The findings
indicated that the logo and pattern design should communicate the brand’s identity, stability, reliability,
memorability, and meaning consistent with the brand’s vision. The design guidelines for graphic elements
of agricultural product brands should emphasize the relationship between the brand, consumers,
the environment, and technology. Furthermore, the application of corporate identity across various media
platforms should ensure consistency in both image and unity through systematic planning and control of
communication direction to achieve effective brand messaging