杭州老字号品牌视觉形象设计的传承发展研究——以胡庆余堂国药号官方商城为例

INHERITANCE AND DEVELOPMENT OF BRAND VISUAL IDENTITY OFTHE HANGZHOU TIME-HONORED——TAKE HUQINGYUTANG PHARMACY OFFICIAL MALL AS AN EXAMPLE

以胡庆余堂国药号作为杭州老字号品牌视觉形象设计的考察对象,从标志的传承与演变、产品的包装设计、页面设计三个方面论述了胡庆余堂官方商城的视觉设计,进而分析了视觉形象设计对杭州老字号网络营销的重要性。在此基础上,提出了老字号在不同的时代,要重新定位自己、改良自己的品牌视觉形象。

This paper takes Huqingyutang pharmacy as the object of the study of Hangzhou time-honored brands＇ image design, The visual design of Huqingyutang official store is discussed from three aspects： the inheritance and evolution of the logo, the packaging design, and the web design. And then the article makes analysis on the importance of visual image design of Hangzhou time-honored brands＇ network marketing. On this basis, this paper puts forward such a request： that time-honored brand has to re-orient them and improve their own brand visual image.