新媒体下的可变式品牌设计趋势研究

A Study on the Trend of Flexible Brand Design in New Media

品牌识别作为企业传播自身信念、区别他者的主要核心外在表现,随着时代的发展在不断地以新的视角和新的面貌呈现给消费者。当今时代科技文化高速发展,这给企业的品牌识别带来了新的意义与新的挑战。信息情报的洪流使得消费者的生活方式与生存方略均有所转变,或者说消费者不再轻易相信企业的片面之词。因此,以文化传播趋势的视觉,阐述企业的品牌传达方式由单一贯式思维转向可变式品牌识别的时代意义。

Brand identity, as a representation of a company＇s own beliefs and its differentiation from other competitors, is presenting a new perspective and look to customers with the development of the times. This rapid development of science, technology and culture of our times brings new meanings and new challenges to brand identity. Nowadays, the flood of information have changed customers＇ lifestyles and consuming habits; in other words they no longer easily believe in any company＇s one-sided promotion. Therefore, from the perspective of cultural transmission trend, this paper claims the time significance of brand＇s expressional ways transferring from the simplex old-styled thinking to flexible brand identity.