基于新媒介的老字号品牌多元创新设计研究

Multi-innovation Designs for Time-honored Brands on the Base of New Media

目的研究新媒介背景下老字号品牌视觉形象的创新设计问题。方法针对辽宁老字号企业进行实地调研和对比分析,发现老字号企业品牌现状的共性及个案问题,并依托新媒介手段提出相应的解决方案。结论新媒介为新时代的品牌塑造提出了新命题和新要求,利用智能移动终端为代表的新媒介进行的品牌宣传和延伸,合力为一、多元创新,是品牌生长的新途径。

It researches the innovative designs for visual images of time-honored brands in new media age. On the base of practical investigations and comparative analysis for time-honored brands in Liaoning province, we have found the common features and distinctive problems in those enterprises with time-honored brands, and proposed some solutions relying on new media. With new media having raised new topics and requirements for brands shaping in new age, it has become a new route for brand development to achieve brand propaganda and extension using new media such as smart terminal devices.