国潮文化视域下老字号服装品牌视觉设计研究——以天津老美华服装品牌为例

Research on Visual Design of Time-Honored Clothing Brands in the Context of Guochao Culture:A Case Study of Tianjin Laomeihua Clothing Brand

文章主要探讨了国潮文化发展背景下老美华品牌视觉形象的再设计。文章深入分析国潮文化发展现状及发展趋势,通过对国潮文化的内涵、风格特点、表现形式以及主要内容等方面的解析,总结提炼国潮文化元素在老美华服装品牌设计中的应用法则,挖掘“国潮”文化的精髓,将国潮元素与老美华老字号品牌的视觉设计相融合。通过对老美华品牌理念、品牌标识、产品包装、外观等的再设计,重新构思“老美华”品牌形象,赋予品牌更为丰富的文化内涵,以实现品牌的“年轻化”,推动国货品牌可持续发展,提高国人对中国传统文化的认知和文化自信。

This article primarily explores the redesign of the visual identity of the Laomeihua brand within the context of the evolving Guochao culture.It offers a thorough analysis of the current state and trends of Guochao culture,examining its connotations,stylistic features,modes of expression,and principal components.The paper distills the principles of integrating Guochao cultural elements into the Laomeihua clothing brand design,uncovering the essence of the"Guochao"culture.By reimagining Laomeihua's brand philosophy,logo,product packaging,and appearance,it seeks to enrich the brand's cultural depth,achieve brand"youthfulness,"promote the sustainable development of domestic brands,and enhance the public's awareness and confidence in Chinese traditional culture.