杭州部分老字号企业视觉形象现状的调查与分析

Investigation and Analysis of the Existing Visual Image of Some Hangzhou Time-Honored Brand Corporations

杭州老字号的发展见证了杭州城市发展的历史,从设计学角度关注和研究杭州老字号企业是一个有价值的研究方向,也是目前设计学界关注比较少的一个方面。本文通过对杭州老字号视觉形象的调查与分析,认为杭州老字号视觉形象资源丰富,但也存在着视觉形象管理散乱、缺乏品牌个性、品牌形象老化、品牌传播投入不足等问题。

The development of the Hangzhou Time-honored Brand witnessed the history of the development of Hangzhou.It’s a valuable and rare research trend to study the Hangzhou Time-honored Brand from the angle of the theory of design.By investigating and analyzing the visual image of the Hangzhou Time-honored Brand,the thesis puts forward that the resources of the visual image of the Hangzhou Time-honored Brand is abundant,but it also exists some problems such as the management of the visual image is disordered,the visual image of the Hangzhou Time-honored Brand lacks spontaneity or originality or individuality.