中国传统元素在品牌形象设计中的应用研究

RESEARCH ON THE APPLICATION OF CHINESE TRADITIONAL ELEMENTS IN BRAND IMAGE DESIGN

本文基于复兴中国传统文化理念的盛行,通过对相关设计案例探究,分析传统元素如何以旧焕新,实现创造性转化和创新性发展。研究中国传统元素在现代设计尤其是品牌形象设计中的创新发展与应用,阐述中国传统文化与传统元素之间的关系,通过图像提取、传统色提炼等寻求设计转化点,进而达到图案转化创新、工艺技术创新、文化载体创新。中国传统文化兼具时代价值和文化价值,通过设计创新转化,既能推动中华优秀传统文化的与时俱进,激活其内在的文化性和时代性,也为传统文化的传播发展提供了有力途径。

Based on the prevalence of the concept of revival of traditional Chinese culture,this paper analyzes how traditional elements can be rejuvenated from the old and achieve creative transformation and innovative development through the exploration of relevant design cases.Study the innovative development and application of traditional Chinese elements in modern design,especially brand image design,expound the relationship between traditional Chinese culture and traditional elements,seek design transformation points through image extraction,traditional color extraction,and then achieve pattern transformation innovation,process technology innovation,cultural carrier innovation.Chinese traditional culture has both the value of the times and the value of culture.Through design innovation and transformation,it can not only promote the advancement of Chinese excellent traditional culture with the times,activate its inherent cultural and contemporary characteristics,but also provide a powerful way for the dissemination and development of traditional culture.