汉字字体赋能餐饮品牌的标志设计方法研究——以“鹿山隐”品牌标志设计为例

RESEARCH ON LOGO DESIGN METHODS OF CHINESE CHARACTER FONTS EMPOWERING FOOD AND BEVERAGE BRANDS:TAKING THE LUSHANYIN BRAND AS AN EXAMPLE

基于汉字字体对餐饮品牌的赋能作用,对餐饮品牌标志设计方法进行分析研究。基于当前餐饮品牌标志设计需求,结合汉字字体的图文属性功能,分析其对餐饮品牌的赋能作用,并据此提出标志设计方法,最后以"鹿山隐"餐饮品牌为例进行方法实践。餐饮品牌标志通过文化概念提取、图文内容结合、形象系统性规划的设计方法,可促使汉字字体赋能于餐饮品牌信息与形象的传播与识别,最终能够提升餐饮品牌形象在当前行业环境中的竞争优势。

Based on the enabling effect of Chinese character typeface of catering brand,this paper analyzes the design method of catering brand logo.Based on the current needs of catering brand logo design,combined with the graphic attribute function of Chinese character typeface,this paper analyzes its enabling effect on catering brand,and puts forward the logo design method accordingly.Finally,it takes Lushanyin catering brand as an example to practice the method.Through the design methods of cultural concept extraction,graphic content combination and brand visual systematic planning,Chinese character typeface can be enabled to spread and identify the information and visual identity of catering brand,and ultimately enhance the competitive advantage of catering brand visual identity in the current industry environment.