“辽宁礼物”品牌IP视觉形象设计研究

Visual Image Design of Liaoning Gift Brand IP

目的建立富有地域文化辨识度的“辽宁礼物”品牌视觉形象。方法以构建有生命力的品牌符号为导向,以视觉形象IP化为策略,从消费者的情感和情绪出发,降低品牌的物性,拓展感性路径,设计有情感温度,带给消费者情感体验的品牌视觉识别符号;以典型的地域特色文艺——辽宁二人转为创意资源,提炼表情语言、装饰符号等典型设计元素,并应用到品牌视觉形象的设计中,不仅可以增强地域文化辨识度,也成为设计的创新点。结果以“诞生”为吉祥寓意,研发出以朴实、夸张、幽默、呆萌为性格特征的二人转风格的“小辽蛋”,关注IP形象的延展设计,通过“小辽蛋”系列化的形象设计拓展宣传辽宁地域文化,推广辽宁优质土特产及相关历史文化,树立辽宁人质朴、乐观、豁达的魅力人格。结论品牌形象IP化与地域特色文化的碰撞可为地域性品牌视觉识别系统的生命力构建提供新的思路。

The purpose of this paper is to establish the visual image of Liaoning gift brand which is rich in the identification of regional culture.Being guided by the construction of brand symbols with vitality and the strategy of visual image IP,great efforts has been devoted in this work to reduce the physical properties of the brand to expand the perceptual path from the emotion and sensibility of consumers,and to design visual identification symbols with emotional temperature that can bring emotional experience to the consumers.Meanwhile,by taking the typical regional characteristic art-Liaoning Errenzhuan as the creative resources,the expression language and decorative symbols is refined for the visual designing,which can not only enhance the regional cultural identification,but also become the innovation point of such design.With the auspicious implication of“birth”,“Xiaoliaodan”in the style of Errenzhuan has been developed,which is characterized by simplicity,exaggeration,humour and silly.Further attention is also being paid to the extension design of IP image,especially to publicize Liaoning regional culture through the image design of“Xiaoliaodan”series of goods to spread out Liaoning high-quality local products and related historical culture,and to establish Liaoning people’s simple,optimistic and open-minded charming personality.The collision of brand image IP and regional characteristic culture can provide new ideas for the vitality construction of regional brand visual identity system.