数字媒体时代下品牌视觉形象的动态化设计研究

Research on the Dynamic Design of Bbrand Visual Identity in the Digital Media Era

随着展示媒体和设计形式的日益多样化,品牌视觉形象的动态化形式满足了观众对品牌不同的审美需求,同时又能提升品牌的自身价值。动态化的表现形式逐渐融入平面设计的各个领域,品牌形象推广的动态形式无疑是一次对品牌形象设计的传承与创新。本文在品牌视觉形象的基础上研究其动态化设计,并从形象设计的动态化、吉祥物设计的动态化、海报设计的动态化3个方面,结合不同案例进行分析,理论性地总结出动态化设计的未来发展方向和设计意义。

With the increasing diversification of display media and design forms,the dynamic form of brand visual image satisfies the audience's different aesthetic needs for the brand,and at the same time enhances the brand's own value.Dynamic forms of expression are gradually integrated into all fields of graphic design,and the dynamic form of brand image promotion is undoubtedly a heritage and innovation of brand image design.This thesis researches the dynamic design of brand visual image,and analyzes the dynamic design of image design,the dynamic design of mascot,and the dynamic design of poster from three aspects,combined with different cases,and theoretically summarizes the future development direction and design significance of dynamic design.