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From Siam to Thailand……………………………… SIAMESE LOGOS : THE EVOLUTION OF THAI LOGOS IN THE RATTANAKOSIN PERIOD IN THAI HISTORY By Mr. Peerapol Chatchawan This Thesis is Submitted in Partial Fulfillment of the Requirements for The Doctor of Philosophy Degree Programme in Design Arts, International Programme, Graduate School, Silpakorn University Academic Year 2014 Copyright of Graduate School, Silpakorn University SIAMESE LOGOS : THE EVOLUTION OF THAI LOGOS IN THE RATTANAKOSIN PERIOD IN THAI HISTORY By Mr. Peerapol Chatchawan This Thesis is Submitted in Partial Fulfillment of the Requirements for the Doctor of Philosophy Degree Programme in Design Arts, International Programme, Graduate School, Silpakorn University Academic Year 2014 Copyright of Graduate School, Silpakorn University Graduate School, Silpakorn University, has approved and accredited the Thesis Title of Siamese logos : the evolution of Thai Logos in the Rattanakosin period in Thai history. This thesis is submitted by Mr. Peerapol Chatchawan as a partial fulfillment of the requirements for the Doctor of Philosophy Degree Programme in Design Arts. ………………………………………………………………………….. (Associate Professor Panjai Thratasanawong, Ph.D.) Dean of graduate School …………../……………………./…………. The Thesis Advisors Assistant Professor Namfon Laisatrooklai, Ph.D., Associate Professor Pairoj Jamuni, Ph.D. The Thesis Examination Committee ……………….…………………………………. Chairman (Professor Ekachart Chanurairat) ……………../…………………./……………. …………………………………………………… Member (Professor Peter Pilgrim) ……………../…………………./……………. …………………………………………………… Member …………………………………………………… Member (Assistant Professor Namfon Laisatrooklai, Ph.D.) (Associate Professor Pairoj Jamuni, Ph.D.) ……………../…………………./……………. ……………../…………………./……………. 52155954: MAJOR: DESIGN ARTS KEY WORDS: THAI LOGOS / GREAT SEALS / THE RATTANAKOSIN PERIOD / LOGO DESIGN / CONCEPT / STYLE PEERAPOL CHATCHAWAN: SIAMESE LOGOS :THE EVOLUTION OF THAI LOGOS IN THE RATTANAKOSIN PERIOD IN THAI HISTORY. THESIS ADVISORS: ASST PROF. NAMFON LAISATROOKLAI, Ph.D. AND ASST. PROF. PAIROJ JAMUNI, Ph.D. pp 109. Thai logo design is a field of fine arts using symbols to represent and communicate something to others both in the same and different cultures. Since the Sukhothai period, over 800 years ago, Thai people started using logos. Through time Thai logo design and usage have evolved due to changes in politics, administration, social circumstances, economic conditions and culture. Studying Thai logos in each period will surely enable those who are interested to acquire not only the knowledge about Thai arts but also Thai history. Moreover, studying Thai logos used in the past will also enable those who are interested to understand the trend of logo design at present and in the future. This research was implemented using many techniques and skills, including researching skills, interviewing, photographing, reading, field surveying, questionnaire surveying and analyzing skills. The purpose of this research was to study Thai logos in the Rattanakosin period to look for evidence supporting the hypotheses that certain factors, including politics, administration, social circumstances, economic conditions and culture, have affected the Thai logo design in this period. It was hoped that if the hypotheses was proved right, the principles of Thai logo design could be roughly set so that designers could use them as guidance to design Thai logos at present and in the future. Programme of Design Arts Graduate School, Silpakorn University Student’s signature …………………………………………………. Academic Year of 2014 Thesis Advisors’ signatures 1.……………………………………………... 2. ..………………………………………………… iii Acknowledgements I would like to express my great appreciation to Suan Sunandha Rajabhat University for the scholarship granted to me for this Doctor of Philosophy Degree Programme. I would also like to express my gratefulness to Assistant Professor Dr. Namfon Laisatrooklai, my supervisor and the Chairman of the Ph.D. Programme, and Associate Professor Dr. Pairoj Jamuni, my second advisor, for their valuable guidance and professional support given to me during my research. I wish to take this opportunity to thank the professionals and academic experts who shared their useful knowledge with me. Those include Mr. Sumeth Putpuang, Mr. Siri Nudeang, Associate Professor AwinIntarangsri, Professor Dr. Santi Leksukhum, Mr. Krai – Ruek Nana and Mr. Anek Navickmoon. Without them this research would not have been complete. Last but not least, my special thanks go to my better half, who inspired me to do my Ph.D., supported me through my studies and helped me with the edition of this Thesis. iv Table of Contents Page Abstract…………………………………………………………………………………………………………………………………………. iii Acknowledgement………………………………………………………………………………………………………………………… iv Table of Contents………………………………………………………………………………………………………………………… v List of Tables………………………………………………………………………………………………………………………………… ix List of Diagrams……………………………………………………………………………………………………………………………… x List of Illustration or Figures………………………………………………………………………………………………………… xi Chapter 1 Introduction and Background of the Research……………………………………………………………… 1 Statement and Significance of the Problems………………………………………………….. 1 Purpose of Investigation……………………………………………………………………………………. 5 Question of the Research…………………………………………………………………………………. 5 Scope of the Study…………………………………………………………………………………………… 6 Framework for Research…………………………………………………………………………………… 6 Research Methodology and Process of Study………………………………………………… 6 Research Outcome…………………………………………………………………………………………… 7 2 Literature Review and Related Studies………………………………………………………………………….. 8 Logos………………………………………………………………………………………………………………….. 8 The Kingdom of Thailand…………………………………………………………………………………. 8 Pre – Historic Thailand………………………………………………………………………… 8 The History of Thailand………………………………………………………………………. 9 Types of Thai Logos in the Rattanakosin Period……………………………….. 11 Logos for Individuals………………………………………………………………. 11 Logos for Government Agencies…………………………………………….. 11 The Evolution of Logos : from Siam to Thailand………………………………. 11 Logos for Individuals (Kings, Members of the Royal Family and Nobles and Bureaucrats………………………………………………………………….…… 12 In the Reign of King Rama I……………………………………………….…… 12 In the Reign of King Rama II……………………………………………….….. 14 In the Reign of King Rama III………………………………………………..…. 16 v Chapter Page In the Reign of King Rama IV………………………………………………….. 17 In the Reign of King Rama V…………………………………………………… 20 In the Reign of King Rama VI………………………………………………….. 22 In the Reign of King Rama VII…………………………………………………. 23 In the Reign of King Rama VIII………………………………………………… 25 In the Reign of King Rama IX…………………………………………………. 27 Differences of Logos Styles and Concepts of Different Classes of Individulas in the Rattanakosin Period…………………………………………… 32 Logos Styles of Different Classes of Individuals……………………. 32 Logos Concepts of Different Classes of Individuals……………… 34 Logos for Government Agencies…………………………………………………………. 35 History of Logo Usage in Countries which have had Relations and Trade With Siam / Thailand…………………………………………………………………………………………. 51 The West……………………………………………………………………………………………….. 52 The United Kingdom……………………………………………………………….. 52 France………………………………………………………………………………………. 53 The United States of America………………………………………………… 54 The East………………………………………………………………………………………………… 55 China………………………………………………………………………………………… 55 India…………………………………………………………………………………………... 56 History of Thai Logos in the Context of Foreign Relations in the Rattanakosin Period…………………………………………………………………………………….. 58 Early Rattanakosin………………………………………………………………………………... 58 In the Reign of King Rama IV……………………………………………………………….. 59 In the Reign of King Rama V……………………………………………………………….. 61 In the Reign of King Rama VI……………………………………………………………….. 63 Commercial Logos in the Rattanakosin Period……………………………………………….. 64 3 Methodology of the Research………………………………………………………………………………………… 67 Sources of Information / Data for the Research……………………………………………… 67 Population of Logos and Logo Samples used in the Research……………………… 68 Information / Data Collection…………………………………………………………………………… 68 vi Chapter Page Tools used to Collect Information / Data……………………………………………………….. 69 Information / Data Analysis………………………………………………………………………………. 69 4 The Research Outcome………………………………………………………………………………………………….. 74 Aspect 1……………………………………………………………………………………………………………… 74 The First Period……………………………………………………………………………………. 74 The Second Period……………………………………………………………………………… 74 The Third Period…………………………………………………………………………………. 76 Aspect 2……………………………………………………………………………………………………………. 76 The First Period…………………………………………………………………………………… 77 Logo Samples used in the First Period………………………………… 78 The Second Period…………………………………………………………………………….. 81 Logo Samples used in the Second Period…………………………… 81 The Third Period…………………………………………………………………………………. 85 Logo Samples used in the Third Period……………………………….. 86 Aspect 3…………………………………………………………………………………………………………….. 90 The First Period…………………………………………………………………………………… 90 The Second Period……………………………………………………………………………… 91 The Third Period………………………………………………………………………………….. 92 5 Conclusion………………………………………………………………………………………………………………………. 94 Research Conclusion…………………………………………………………………………………………. 94 The First Period……………………………………………………………………………………. 94 The Second Period………………………………………………………………………………. 96 The Third Period………………………………………………………………………………….. 97 The Current King………………………………………………………………………………….. 97 Overview of the Three Periods…………………………………………………………… 98 Discussion of the Research Outcome………………………………………………………………. 98 Style of Logo
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