老字号品牌视觉形象设计研究

A Study on the Visual Image Design of Time-honored Brands

受市场经济的强烈冲击,老字号品牌生存和发展前景堪忧。从品牌视觉形象的角度看,老字号品牌存在品牌形象老化、传播手段单一、地域元素缺失、包装设计落后等问题。通过明确品牌定位、完善视觉识别系统、挖掘地域元素、开展互动营销等策略进行视觉形象再设计,可使老字号品牌视觉形象符合现代消费者的审美需求,有助于老字号品牌重新焕发生机。

Market economy has severely impacted the survival and development of time-honored brands.From the perspective of brand visual image,problems of the time-honored brands include old-fashioned images,undiversified means of communication,lack of regional elements,backward packaging and design,etc.In order to help the brands to meet the aesthetic of modern consumers and brim with vigor,this paper suggested such strategies as making clear positioning,improving visual identity system,exploring regional elements and carrying out interactive marketing.