The Symbolic selection in the faculty logos of Assumption University of Thailand

Abstract

The organization logo, it can reflect the identities or images of their organization in the term of design innovations by using these symbols represented the philosophies, missions, visions, and notions of any organization as its basis setting in another way. This article is a qualitative type regarding to the concept of symbolic selection in the faculty logo of Assumption University of Thailand. This article incorporated these concepts from the interview of Rev. Bro. Dr.Prathip Martin Komolmas, the President Emeritus and the founder of the Assumption University of Thailand. In the part of data collection, we collected them from all 14 faculties, including in-depth interviews and data information from various records. The results found that the concept either the faculty naming or various symbolic selection in all logos are derived from the Roman Catholicism Christianity by the St. Gabriel Foundation of Thailand has been the founder of this education institutes since 1969 and the mission continuation of the missionary board that led by Bro. Martin de Tours from France. The conclusions suggest that the symbolic selection in the faculty logo of the Assumption University of Thailand are derived the concepts and influences from the Roman Catholicism Christianity including to the concept of logo designs that influenced from France to apply and adapt to the identities of each faculty.

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The 15th International Conference on Developing Real-Life Learning Experience:
Smart Education for Sustainable Development
The Symbolic selection in the faculty logos of
Assumption University of Thailand
Khonteeneung SAENGHIRUNA 1) , Krissana KIDDEE 2)
and Apisak SINDHUPHAK 3)
1) Ph.D. Candidate
Department of Industrial Education, Faculty of Industrial Education
King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand
Email: khonteeneung@hotmail.com
2) Lecturer, Doctor, 3)Assistant Professor
Department of Engineering Education, Faculty of Industrial Education
King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand
Email: kiddee2410@gmail.com 2), ksapisak@kmitl.ac.th 3)
ABSTRACT
The organization logo, it can reflect the identities or images of their organization in the term of
design innovations by using these symbols represented the philosophies, missions, visions, and
notions of any organization as its basis setting in another way.
This article is a qualitative type regarding to the concept of symbolic selection in the faculty logo
of Assumption University of Thailand. This article incorporated these concepts from the interview
of Rev. Bro. Dr.Prathip Martin Komolmas, the President Emeritus and the founder of the
Assumption University of Thailand. In the part of data collection, we collected them from all 14
faculties, including in-depth interviews and data information from various records.
The results found that the concept either the faculty naming or various symbolic selection in all
logos are derived from the Roman Catholicism Christianity by the St. Gabriel Foundation of
Thailand has been the founder of this education institutes since 1969 and the mission continuation
of the missionary board that led by Bro. Martin de Tours from France.
The conclusions suggest that the symbolic selection in the faculty logo of the Assumption
University of Thailand are derived the concepts and influences from the Roman Catholicism
Christianity including to the concept of logo designs that influenced from France to apply and
adapt to the identities of each faculty.
Keywords: Logo, Design, Christianity, Assumption University of Thailand
INTRODUCTION
The logo is the use of signs, symbols and including to the selection of various letters to symbolize
the meaning in the logo that can communicate and reflect of the identity of the organization at

The 15th International Conference on Developing Real-Life Learning Experience:
Smart Education for Sustainable Development
different angles. The other highlight of the logo designs is compacts with strong and distinction.
Therefore, it is like a condensed matter and driven up ones with the art of design. (ปาพจน์ หนุนภักดี,
2553)
The logo designs are based on the other science than the science of design. Also, it used the science
of psychology to convince the target group to faith in our organization and the science of marketing
to bring the results of market analysis to create a hard point of the organization. When these three
sciences are converged, there make the organization image stronger and reach more target group
as well. (Catharine Slade-Brooking, 2016)
Figure 1: 14 faculty logos of Assumption University of Thailand
Similar to many faculty logos of Assumption University of Thailand that influenced from the
Roman Catholicism Christianity in the creation of the symbolic logo designs. In this article, we
will discuss on the process of the signs and the Roman Catholic symbolic selection in the design
work of the faculty symbolic logos of the Assumption University.
OBJECTIVES
To study the process of the signs and the Roman Catholic symbolic selection in the design work
of the faculty symbolic logos of the Assumption University of Thailand.
THE RESEARCH QUESTION
How about the process of the signs and the Roman Catholic symbolic selection in the design
work of the faculty symbolic logos of the Assumption University of Thailand?
METHODOLOGY
This article is a qualitative type regarding to the concept of symbolic selection in the faculty logo
of the Assumption University of Thailand. This article incorporated these concepts from the
interview of Rev. Bro. Dr.Prathip Martin Komolmas, the President Emeritus and the founder and
the faculty symbolic logos designer of Assumption University of Thailand.

The 15th International Conference on Developing Real-Life Learning Experience:
Smart Education for Sustainable Development
The research methods Consists of a structured interview and observation forms of many faculty
symbolic logos of the Assumption University of Thailand.
The qualitative data collection in this research, we collected the data from September 2016 to
April 2017 as following:
1. To study the design patterns of the 10 faculty symbolic logos in the undergraduate programs
and 4 graduate programs at Assumption University of Thailand.
2. In-Depth Interview using the structured interviews form for interviews the Rev. Bro. Dr.Prathip
Martin Komolmas, President Emeritus and the designer of each faculty symbolic logos of
Assumption University of Thailand. During the interview, we always requested permission to
record the recording.
3. The discussion of the process of the signs and the Roman Catholic symbolic selection in the
design work of the faculty symbolic logos in the topics as following.
1) The identity of the various faculties
2) The signs and symbols of Christian art
THE QUALITATIVE DATA ANALYSIS
The researcher had analyzed the data analysis and collection concurrent with the analytic induction
implementation. By these analysis, the researcher conducted the research in accordance to the
research questions is to study what is consist of the process of the signs and the Roman Catholic
symbolic selection in the design work of the faculty symbolic logos of the Assumption University
of Thailand?
The researcher selected the content analysis method to make a quality research with the following
steps.
1. The criteria for data selection: The researcher has determined the criteria to data information
from research related documents. It contains with the history of Assumption university of
Thailand, the history of each faculties of the Assumption University of Thailand, the symbolic
marking in the Christian arts, the Biblical Theology and the design theories.
2. To place an analysis project as the organized word or textual classification system in contents:
The researcher has classified the contents that corresponds and interrelated to research
objectives.
3. To consider the data context clue: The researcher selected and consider the data that we have
already searched and from interviews to better data analysis, relation and explanation.
4. The data analysis: The researcher has analyzed and related the data to became the research
results.
RESULTS
Based on a qualitative analysis of the signs and symbolic selection in the faculty symbolic logos
of the Assumption University of Thailand, the researcher can be explained as following:
1. The Interpretation: follow the interpretation method of the Rev. Bro. Dr. Prathip Martin
Komolmas that consist of the identities, visions, missions and curriculum details of any faculties.
2. The symbolic selection in each faculty symbolic logos: after the interpretation as in article, then
follow to the symbolic selections in in each faculty symbolic logos that the Rev. Bro. Dr. Prathip
Martin Komolma has introduced the concept of the self-study, the Bible and including to Christian
influences in various forms and art studying-visiting to adapt them together.
3. The pattern of logos: The pattern of logos of each faculties. It will be a pattern that referenced
from Christian arts, which can be seen in many churches and the Christianity-influenced Eastern
artwork. However, the faculties logo-frame selection of all as a shield. The reason from the Coat
of Arms that most popularly used in France and it’s directly related to the Gabriel brother friars
that came from France.

The 15th International Conference on Developing Real-Life Learning Experience:
Smart Education for Sustainable Development
4. The color selection in the logos: The color selection in the logos is influenced by the concept of
the European Coat of Arms, in which each color has a specific meaning.
DISCUSSION AND CONCLUSION
The results of this research can be concluded that the process of symbolic logo selection of each
faculties of the Assumption University of Thailand consists of: 1) Interpretation 2) The symbolic
selection 3) Pattern 4) Colors that each of these issues can be seen the relationship of the process
of symbolic logo selection obviously.
Related to above conclusions, it makes clearly understand about the process of symbolic logo
selection of each faculties of the Assumption University of Thailand. About this research, that
focused on relationships about the Roman Catholicism Christianity and the identities
interpretation of each curriculums until becomes to the symbolic logos of each faculties as seen as
nowaday.
ACKNOWLEDGMENT
In this research article, we would like to thank you so much to both our advisors: First, Asst. Prof.
Dr. Apisak SINDHUPHAK and Second, Dr.Krissana KIDDEE for their advices on this research
article, especially Dr.Krissana KIDDEE who suggested a qualitative research process including to
many advices on the result analysis and conclusions in this research article.
REFERENCES
Arthur, C. F. (1991). Heraldry, A Pictorial Archive for Artists & Designers. N.Y.: Dover
Publication
Catharine, S. (2016). Creating a Logo Identity, A Guide for Designer. London: Laurence King
Publishing Ltd.
George Fergusan. (2013). Sign and Symbol in Christianity Art. Translate by Kullawadee
Makaraphirom. Bangkok: Amarin Printing & Publishing Public Co. Ltd.
Neil, W. & Nancy, R. T. (2015). The A to Z Guide to Bible Signs & Symbols, Understanding
Their Meaning and Significance. Washington: Baker Books
Papoj Nhunpakdee. (2010). Graphic Design Principle. Nonthaburi: ICD.
Rev. Bro. Dr. Prathip Martin Komolmas. (2013). History of Assumption University of Thailand.
Bangkok: Assumption University