重庆老字号品牌视觉形象设计研究
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摘要
目的研究重庆老字号品牌视觉形象重塑的方法和理论。方法对重庆老字号品牌进行实地调查,归类分析重庆老字号品牌的现状和问题,在设计学科的视角下,从挖掘品牌文化、视觉形象创新、地域文化元素特征和完善系统化识别4个角度探析重庆老字号品牌的视觉形象整合设计的策略,并以重庆老字号"陈昌银"麻花为案例进行视觉形象重塑设计。结论论证了品牌视觉形象设计对创造老字号品牌新价值的意义,探索了重庆老字号视觉形象系统设计创新的可行性。
To study the method and theory of reconstructing visual image of Chongqing old brand. Chongqing time-honored brands were investigated and analyzed, and based on the survey, their state quo and problems were studied. From the perspective of design discipline, the strategy for integrative design of visual image of Chongqing time-honored brands are analyzed from the angles of mining brand culture, visual image innovation, characteristics of regional culture, and improving the system of identification, and then the distinctive brand images are constructed. Taking Chongqing old brand "Chen Chang-yin" as the case for visual image remodeling design. It demonstrates the significance of the brand visual image design to create the old brand new value, and the feasibility of innovating the visual design for Chongqing time-honored brand is discussed.
To study the method and theory of reconstructing visual image of Chongqing old brand. Chongqing time-honored brands were investigated and analyzed, and based on the survey, their state quo and problems were studied. From the perspective of design discipline, the strategy for integrative design of visual image of Chongqing time-honored brands are analyzed from the angles of mining brand culture, visual image innovation, characteristics of regional culture, and improving the system of identification, and then the distinctive brand images are constructed. Taking Chongqing old brand "Chen Chang-yin" as the case for visual image remodeling design. It demonstrates the significance of the brand visual image design to create the old brand new value, and the feasibility of innovating the visual design for Chongqing time-honored brand is discussed.
引文
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[5]刘浪,胡勇.重庆“老字号”突围[N].重庆日报,2014-7-30(15).LIU Lang,HU Yong.Chongqing"Old Brand"Breakout[N].Chongqing Daily,2014-7-30(15).
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[9]郑袆.文化传承视野下的中华老字号品牌形象设计研究[J].浙江社会科,2016(5):133.ZHENG Wei.Research on Brand Design of Chinese Old Brand under the View of Cultural Inheritance[J].Zhejiang Social Science,2016(5):133.
[10]胡素珍.基于“老字号”品牌的包装设计探析[J].包装工程,2012,33(5):21HU Su-zhen.Analysis of Packaging Design Based on the"Old Name"Brand[J].Packaging Engineering,2012(5):21.
[2]冯骥才.城市为什么要有记忆[J].环球人文地理,2012(7).FENG Ji-cai.Why The City Has a Memory[J].Cultural Geography,2012(7).
[3]栾玉树.重庆商业老字号的历史现状及开发对策[J].重庆社会科,2000(2):69.LUAN Yu-shu.The Present Situation and Development Countermeasures of Chongqing's Commercial Old[J].Chongqing Social Science,2000(2):69.
[4]崔小兵,蒋维胜.重庆“老字号”艰难找出路[N].中国质量,2012-9-11(02).CUI Xiao-bing,JIANG Wei-sheng.Chongqing"Old Brand"Dfficult to Fnd a Way[N].China Quanlity Daily,2012-9-11(02).
[5]刘浪,胡勇.重庆“老字号”突围[N].重庆日报,2014-7-30(15).LIU Lang,HU Yong.Chongqing"Old Brand"Breakout[N].Chongqing Daily,2014-7-30(15).
[6]孙志国,何岳球,定光平,等.重庆品牌类文化遗产中华老字号的保护[J].重庆与世界,2013(1):1.SUM Zhi-guo,HE Yue-qiu,DING Guang-ping,et al.Chongqing Brand Cultural Heritage of the Old Chinese Name Protection[J].The World and Chongqing,2013(1):1.
[7]李瑾.品牌再设计中的包装设计思维解读[J].包装工程,2014,35(4):55—56.LI Jin.On the Packaging Design Thinking of Brand Rede Sign[J].Packaging Engineering,2014(4):55—56.
[8]毛立国.陈昌银麻花维权首战告捷[N].中国知识产权,2015-3-6(007).MAO Li-guo."Chen Changyin"Rights First Battle Victory[N].China Intellectual Property News,2015-3-6(007).
[9]郑袆.文化传承视野下的中华老字号品牌形象设计研究[J].浙江社会科,2016(5):133.ZHENG Wei.Research on Brand Design of Chinese Old Brand under the View of Cultural Inheritance[J].Zhejiang Social Science,2016(5):133.
[10]胡素珍.基于“老字号”品牌的包装设计探析[J].包装工程,2012,33(5):21HU Su-zhen.Analysis of Packaging Design Based on the"Old Name"Brand[J].Packaging Engineering,2012(5):21.