品牌识别视域下服装东方设计语言表达

THE EXPRESSION OF FASHION ORIENTAL DESIGN LANGUAGE FROM THE VIEW OF BRAND IDENTIFICATION

探究东方设计语言在服装设计与品牌构建中的传达与应用,增强我国本土服装品牌的识别性和国际化发展空间。文章基于品牌识别六棱柱模型理论,解析东方设计语言在品牌识别体系构建中内在塑造与外在传递关系。强调品牌性格与体格中的东方设计应用,提出服装设计与品牌形象的东方语言表达建议。情感化、意象化、融合化地传递东方设计语言。

The objective is to explore the communication and application of Oriental design language in fashion brands to enhance the global identification of China’s local brand. The methods is based on the brand identity prism,analyzes the internal shaping and external transmission of oriental design language in brand identification.The result is emphasis on the oriental design of the brand personality and physique,and put forward the oriental language expression suggestion of fashion design and brand image. For conclusion,in the construction of brand identification,emotional,connotation and fusion are transmitted to the oriental design language.