服饰品牌的符号化设计及识别分析

Symbolization design and recognition analysis of brands of costumes and accessories

针对国内服饰品牌在符号化设计方面存在寓意不明确、缺乏强烈的识别性符号等问题,对服饰品牌的符号化设计及识别展开研究。首先介绍了服饰品牌符号化的设计元素;其次总结了高端服饰品牌的符号化设计及识别经验,包括以创始者的名字为符号、以产品特征或特殊定位为符号、以品牌精神或品牌风格为符号、以产品的历史渊源和精湛的工艺为符号、以消费群体中的特殊名人效应为符号、以宗教神话艺术为符号6大类;最后对现阶段我国服饰品牌的符号化设计提出了几点建议,以供借鉴和参考。

This paper analyzes the present problems for our domestic brands of costumes and accessories such as confused meaning of symbolization design and lack of obvious recognized symbol,and then studies these issues in detail.Firstly,it introduces the symbolization design elements of brands of costumes and accessories.Secondly,it summarizes symbolization design and recognition of top brands of costumes and accessories including using founder's name as symbol,using product's characteristic or special orientation as symbol,using brand's sprit or style as symbol,using product's historical origin and exquisite technology as symbol,using famous consumer as symbol and using religious fairy art as symbol.Lastly,it puts forward some advices on the symbolization design and recognition of our domestic brands of costumes and accessories.