高校品牌建设中的形象识别系统

University Identity System in Campus Brand Buiding

高校形象识别系统包含高校理念识别、高校行为识别和高校视觉识别系统,这三者的代表性指征分别包含校训、高校组织行为、校徽等。现阶段,我国高校形象识别系统呈现出论多践少、知著行微的尴尬状态。在高校品牌建设的形象识别系统建设中,一是将其系统化和规范化;二是广泛宣传,形成自觉,严格规范使用,确保高校形象的统一;三是树立知识产权意识,取得法律保护;四是系统导入过程中不能忽视对原有系统的冲击;五是不能片面夸大其作用。

University Identity System includes University Mind Identity,University Behavior Identity and University Visual Identity,which represent the school motto, Organizational Behavior,school badge et al. At the present stage,the University Identity System in China is in an awkward position where there are more theories than practice.In campus brand building especially in the construction of Identity System ,first of all ,it should be operated systematically and normatively.Second, in order to unify the university image we should publicize widely to form a conscious and strict utilization.Third,we should establish the awareness of intellectual property rights and obtain legal protection.Forth,we should not ignore the effect to the original system when new system is imported. Finally, the affect should not be exaggerated unilaterally.