论新时代的品牌形象设计

Study of the Brand Identity and Image Design in the New Era

有感于我国上世纪八十年代以来的"CI热"开始转变为"品牌形象风",也有感于我国经济转型背景下,自主品牌形象力亟待实实在在提升的问题,本文对品牌识别与品牌形象的内涵进行探讨,提出了品牌识别的创新性、系统性、前瞻性与品牌沟通中的整合性、策略性、艺术性的框架性思考,提出如何战略性地运用设计因素提升品牌形象力是中国品牌设计师当前重要的课题之一。

Responding to the change from the idea of 'CI' to the 'Brand Images' since the 1980s in China,it's the urgent needs to improve the own brand images and the core values in the context of Chinese economic transformation.The paper focuses on the concepts of brand identity and brand image,proposes the innovative,systematic,forward-looking concepts of the brand identity with an integrated,strategic,artistic framework of thinking in brand communication,and suggests how to use the strategic design elements to enhance the brand image strength,which is one of the important topics for the Chinese brand designers in the new era.