老字号品牌创新视角下的多形态标志设计研究

Polymorphic Logo Design under the Innovative Perspective of Time-Honored Brand

中文关键词: 多形态标志  创新设计  品牌重塑

英文关键词: polymorphic logo  creative design  rebranding

中文摘要:

      目的 依托多形态标志系列化、个性化、多维化的设计新理念，解决老字号品牌体系混乱、标志外形同质化、传播媒介单调的问题，助力老字号品牌的持续发展。 方法 实地调查发现老字号品牌形象设计与推广策略存在的问题，通过理论构建和归纳总结提出老字号品牌中多形态标志的创新应用方案。结论 多形态标志为老字号品牌重塑提供了新思路，运用元素重组、系列图形、随机生成等标志设计手段，能解决老字号品牌形象的创新问题。

英文摘要:

      Relying on the new philosophy of polymorphic logo serialization, individuation and multi-dimension, to solve the problems of system confusion, logo profile homogenization and communication media monotony existed in time-honored brand, in order to help with the sustainable development of time-honored brand. Through field survey to find problems existed in image design and promotion strategy of time-honored brand, and put forward polymorphic logo creative application scheme of time-honored brand by theory construction and summarizing. Polymorphic logo provides new idea for the time-honored brand rebranding, with logo design means of element reorganization, series graphics, random generation and so on, to solve the innovation problems of the image of time-honored brand.