本研究旨在以運動用品標誌識別作探討分析，並比較不同背景變項（產品類別、企業形象、產品知名度）的運動用品在標誌識別（配色、象徵圖案、訊息提供）之差異情形。經由網路搜尋運動用品企業標誌，共計298個，並由50位從事不同專項運動之運動選手針對運動用品標誌評析其企業形象與產品知名度。統計方法以描述性統計、百分比、卡方檢定進行資料處理分析。研究結果顯示： 一、運動用品標誌在配色上以單色系與雙色系為主，且不同產品知名度的運動用品在標誌配色上有顯著差異，產品知名度較好者多以單色系呈現。 二、運動用品標誌有無象徵圖案比例參半，且不同產品類別、企業形象、產品知名度的運動用品在標誌象徵圖案上有顯著差異，器材類產品標誌較多沒有象徵圖案，企業形象與產品知名度較好者其標誌多有象徵圖案。 三、運動用品標誌沒有訊息提供者遠高於有訊息提供者，不同產品知名度的運動用品在標誌訊息提供上有顯著差異，且產品知名度較差者其標誌多有訊息提供。 四、運動用品標誌之設計，需視其企業文化、組織特色、產品特質等因素，採單色及有象徵圖案的視覺效果，在產品發表初期可考慮在標誌上加入相關資訊，以提昇產品識別度與知名度

The research was to analyze sporting goods’ brand identity and compare the sporting goods by different backgrounds (product type, corporate image, and product reputation) in three distinctions of brand identity (color selection, symbolic pattern, information provided). Totally 298 sporting goods’ corporate brands were found by the researcher of this study though the internet searching. These 298 corporates’ image and product reputation were analyzed by 50 sports athletes with different specialties. The data analysis was processed by the method of descriptive statistics, percentage, and Chi-square Test. The results were as follows: Firstly, the color selection of sporting goods brand mainly has mono-tome color and two-tome color. There are distinctions in color selection among the sporting goods with different product reputations. Sporting goods with better product reputation generally come in monotone color. Secondly, the sporting goods with symbolic patterns share a half percentage of the ones without symbolic patterns. There are distinctions in symbolic patterns among the sporting goods with different product types, corporate images, and product reputations. The majority of the brands of equipment product have no symbolic patterns. However, the majority of the ones with better corporate image and product reputation have symbolic patterns. Thirdly, the sporting goods without information provided outnumber the ones with information provided. There are distinctions in information provided among the sporting goods with different product reputations. The majority of the ones with worse reputation have information provided. Lastly, the design of sporting goods depends on the culture of corporate, the feature of organization, the quality of product and etc. Those who adopt the visual effects of mono-tone color and symbolic pattern can consider adding relevant information to their brands to enhance the product’s identity and reputation.