视觉文化语境下品牌形象的构建

Building of Brand Image under the Visual Cultural Context

品牌形象的设计是基于视觉直观性的体现,通过媒介传播来对受众产生积极的影响。品牌是近代商业社会的产物,也是企业间竞争的利器,随着商品经济的发展,对品牌的内涵及外延也不断深化。可以说,品牌是一个企业价值理念的诠释,也是企业重要的无形资产。当品牌与企业文化融为一体时,品牌视觉文化所包含的人文价值将成为企业一笔独特的财富。从视觉文化语境下来审视品牌形象的构建,依托企业、大众的艺术审美来重塑品牌视觉形象的功能性、民族性、文化性,已经不再是视觉传达的基本反映,更是企业价值观念、审美情趣和思维方式的综合呈现。

The design of brand image is based on the visual immediacy of expression making a positive impact on audience through media communication. The brand is the product of modern commercial society and the weapon of enterprise competition. With the development of commodity economy,connotation and extension of the brand is being deepened constantly. It can be said that the brand is interpretation of the concept of enterprise value and the important intangible asset of enterprise. When the brand and culture is integrated,the humanistic value included in brand visual culture will become the special wealth of enterprise. To inspect the establishment of enterprise＇s brand image from visual culture context,to rebuild the functionality,nationality and cultural of brand visual image in accordance with the aesthetic of enterprise and audience,these are not only the basic reflection of visual communication and is but also the comprehensive presentation of enterprise concept,aesthetic appeal and mode of thinking.