“融”媒体时代下城市品牌形象的动态化研究

Dynamic Study of City Brand Image in the Era of"Convergence"Media

目的研究在融媒体环境下城市品牌的动态化趋势,探讨动态城市品牌的概念及特征。方法分析图形中动态标志重复、旋转和渐变的表达方式;动态辅助图形的设计采用完整的标志外形、标志组合、截取标志部分元素和多种辅助图形等展现方式;动态信息图形以时间进度构架、空间构架和逻辑构架为表现形式;动态品牌色彩在传统配色的基础上进行动态转换,从色相、明度和饱和度对比等方面进行配色变化;动态城市品牌具备视听融合的传达方式,可结合自然音效和人工音效进行宣传;动态城市品牌传播从真实空间和虚拟空间的角度进行分析。结论在“融”媒体时代背景下动态城市品牌作为一种具有高效传递城市文化精神的表现形式,不仅能让受众从多维度感知体验,而且能够让受众在轻松愉悦的状态下进行信息交流。

This research aims to study the dynamic trend of city brand image in the background of convergence media,and to explore the concept and characteristics of dynamic city brand image.The research analyzes the expression of dy-namic logo repetition,rotation and gradient in the graphics;the design of dynamic auxiliary graphics applies complete logo shape,logo combination,interception of some elements of the logo and multiple auxiliary graphics;dynamic infor-mation graphics are expressed in the form of time progress framework,spatial framework and logical framework;dynamic brand color is a dynamic transformation based on traditional color matching and the dynamic brand color is a dynamic transformation of the traditional color scheme in terms of hue,brightness and saturation contrast.Furthermore,the spe-cific performance of dynamic city brand image is analyzed from the perspective of sound and space.In the context of"convergence"media era,dynamic city brand image design reflects the recognition,diversity and interactivity of dynamic city brand image.In addition,as a form of expression that can efficiently convey the spirit of city culture,dynamic city brand image not only allows audiences to perceive and experience from multiple dimensions,but also allows them to ex-change information in a relaxed and pleasant state.