论中国传统图形语境下的颐和园品牌形象设计

The Summer Palace Brand Image Design in the Context of Traditional Chinese Graphics

目的对中国传统图形在品牌形象设计中的有效运用进行分析,探索具有中国特色的品牌视觉核心图形的设计方法,补充和完善品牌形象设计的应用理论研究。方法以颐和园标志设计为例,通过中国传统图形的语境分析,研究其在品牌视觉核心图形设计中的运用手段。结论通过颐和园标志设计研究,证明中国传统图形的运用是表达中国特色的有效手段,其活力在于继承与不断创新,合理的选择与有效的运用是中国传统图形在品牌形象设计中的重要手段。

It analyzes the effective application of traditional Chinese graphics in brand image design, and explores the design method of brand visual graphics with traditional Chinese characteristic. Taking the Summer Palace logo design as an example, by analyzing the context of traditional Chinese graphics, it studies its methods in brand visual graphics design. Through the research of the Summer Palace logo design, it have proved that Chinese traditional graphics is the effective way to explain Cllinese characteristics, its vitality lies in the inheritance and innovation. To brand image design, reasonable choice and effective usage of Chinese traditional graphics is an important means.