基于品牌内涵建设的高校校庆视觉形象设计与传播

Visual Image Design and Communication of University Celebration Based on Brand Connotation Construction

随着高校改革的不断深入,高校品牌内涵化建设提到新高度,内涵与外在形象的传播相关联,具有一定战略意义。本文从品牌传播理论角度,将高校校庆视觉形象设计(以下简称“校庆视觉形象”)在高校品牌内涵建设中的作用进行归纳分析,并结合三大高校校庆视觉设计,对校庆中视觉形象的文化精神、符号内涵、设计样式、传播媒介等方面进行探讨,希望为品牌化进程的中的高校形象设计与传播提供一定借鉴价值。

With the continuous reform of colleges and universities,the connotation construction of college brand is mentioned to a new height,and the connotation is associated with the communication of external image,which has certain strategic significance.From the perspective of brand communication theory,this paper summarizes and analyzes the role of visual image design(hereinafter referred to as“university anniversary visual image”)in the connotation construction of university brand,and discusses the cultural spirit,symbolic connotation,design style and communication medium of visual image in university celebration with the visual design of three major universities,hoping to provide some reference value for the image design and communication of universities in the process of branding.