高校形象识别的建构与管理

On The Construction and Management of University Identity

高校形象识别UI(University Identity)是当前我国高校加强形象建设、提高竞争力的一个重要战略手段,高校形象识别强调的是对大学精神的凝练与升华,最终提升社会效益,因此它与企业形象识别在架构和操作上都有着很大不同。UI系统是由形象定位、形象识别基础元素、识别应用系统等构成的层次性结构,UI建构与管理的要点包括确定与表述识别定位、提炼与规范识别系统基础元素、在学校形象各载体上展开应用并统一管理等。

Nowadays University Identity has become an important strategy of native universities to strengthen their identity and competition ability.It emphasizes the generalization and sublimation of the university soul with social benefit as its final goal.Thus,as far as theoretical structure and practice are concerned,University Identity is quite different from Company Identity.This paper discusses the hierarchy of UI,its construction and management,and points in the application.