品牌形象设计的研究与表达——以山西阳泉“桃林沟”景区为例

RESEARCH AND EXPRESSION OF BRAND IDENTITY DESIGN – TAKING “TAOLIN GOU” SCENIC SPOT IN YANGQUAN, SHANXI PROVINCE AS AN EXAMPLE

进入新时代以后,人们在各个方面都有了很大的选择空间,随之而来的是品牌的内涵和表现形式也在不断地演变。人们的需求朝着更加多元的方向发展,品牌的发展也随市场的变化而提出了新的要求,这是品牌自我发展的必然阶段,也是品牌进步的重要途径。本文以作者的家乡"桃林沟"景区为例,从品牌形象设计的角度出发,分析探讨了品牌形象设计的一些基本原则,并对该景区当下的品牌设计现状进行具体的更新设计阐述。

Entering the new era, people have a lot of choices in all aspects, and what follows is that the connotation and expression of the brand are also constantly evolving. People’s needs are developing in a more diversified direction, and the development of brands has also put forward new requirements as the market changes. This is an inevitable stage of brand self-development and an important way for brand progress. Taking the brand identity design of “Taolin Gou” scenic spot as an example, this paper analyzes and explores some basic principles of brand identity design, and elaborates on the current brand design status of the scenic spot.