精品的概念自古以來便存在，而經過時代演變，現今已成為蓬勃發展的一項產業。精品品牌以企業化的經營管理，提供給消費者高品質同時也高價格的商品與服務。精品的高貴價格使其代表意義等同於高經濟能力與高社會地位的象徵，進而逐漸演變成不分社經地位皆嚮往和追求的目標。這樣的象徵意義同時也體現在精品品牌標誌的展示上，擁有者透過攜帶標示有標誌的商品以表達自己的經濟能力和品味，品牌以標誌裝飾商品以告知大眾商品的價值。本研究以此現象為動機，旨在探討精品品牌操作及運用標誌的方式，並擇選五個國際知名且市值規模最大的品牌Chanel、Louis Vuitton、Hermès、Gucci、Prada作為分析對象代表，探討標誌應用與呈現的方式，並比較各品牌之間的異同。
經本研究調查分析的結果顯示：（1）「企業、品牌名稱」為精品品牌主要的標誌設計題材，「文字型」的表現形式為各品牌的共通點；（2）精品品牌標準色以黑色占多數，色彩意象符合精品的品牌形象；（3）各品牌皆發展標準標誌以外的變化設計，產生許多種能代表品牌的標誌形態；（4）「文字標誌」因具有說明特性，對精品品牌的重要性最高，其次為造形簡潔易於變化使用的「字首標誌」；（5）精品品牌的標誌應用範圍中，有些必須遵循品牌規範來呈現固定形態，有些則可依設計而自由呈現；（6）五個品牌最常呈現標誌的美的形式為對稱平衡，其次為對比，再者為反覆和統一；（7）精品品牌標誌應用範圍的不同，可展現出不同層次的「知覺價值」。以上結果，期望可成為精品業者及相關設計業者的參考依據。

The concept of “Luxury” has been around for thousands of years. As time went by, “Luxury” has become a flourishing industry. The luxury brands provide goods and services of quality at a high price. Therefore, the luxury goods stands for high-income class and high social status, and attracts people of all social status. Some people flaunts his wealth and shows his taste by carrying the luxury goods with logo. Therefore, the luxury brands marks their products with visible logo to raise the value of the products. Based on the above circumstance, the purpose of this study was to investigate the brand identity and the logo application of luxury brands. The study chose the following five luxury brands which are the most well-known and the most valuable as samples, Chanel, Louis Vuitton, Hermès, Gucci and Prada. The aims of study was to find out how luxury brands show their logo on the products, and to compare the difference of the logo application between five brands.
The results of the study summarized as follows:
1. For luxury brand logo, the “brand name” is the major subject of design, and the “word marks” is the major form of design.
2. The majority of brand color is black. The images of brand colors are consistent with the images of brands.
3. The luxury brands created a variety of logo form to represent the standard logo.
4. The “word marks” is the most important logo form because of its descriptive characteristic, and the “letter form” is the next because of its simple shape and variability.
5. In regard to logo application of luxury brands, the logo or symbol should follow the regulation form in some cases, and could be displayed by free in some cases.
6. The most common principles of design in logo presentation of luxury brands are “symmetry” and “balance”, “contrast” is the next, and then the following are “repetition” and “unity”.
7. The luxury brands show different “perceived value” in different range of logo application.
Wish the result could act as the basis for luxury brands and designers.