Logo Design Direction for Slow Tourism : A Case Study of Trang Province

Abstract

Slow tourism is the alternative tourism in Thailand, which is eco-friendly, locally-connected and aims to create more experiences in each place than visiting various places with ‘slow down’ concept. To develop slow tourism in Thailand, logo design is the important process that needs to explore more in a design guideline. This research aims at contributing to knowledge in logo design for slow tourism, employing ‘Trang province’ as a case study. The objectives are: 1) To search for identities of Trang province. 2) To develop
a guideline of logo design for slow tourism: a case study of Trang province. Research methods include literature review, 3 questionnaires with nine experts. The research outcomes are: 1) Trang province found 12 identities represent Trang culture and nature include emerald cave, frog head Tuk Tuk, Trang clock tower, Trang grilled pork, Trang cake, Na Muen Sri Handicraft Textile, Thailand’s First Rubber Tree, Old train station, Look-Lom festival, Trang aromatic wood carving, Dugong and Trang traditional breakfast 2) Guideline of logo design for slow tourism: a case study of Trang province consists of five components: type of logo: pictorial name mark , category of sign: icon, logo trend: nature-inspired, Gestalt principles : proximity, reflective symmetry and stable figure ground and other design principles include curve line, monochrome color, geometric shape, san serif font. The research knowledge can be used as a logo design direction to help Trang province to promote their slow tourism and could be useful initiatives for other slow tourism spots to develop their own design.