基于南京城市文化的本土品牌设计研究

Design of Local Brand Based on Nanjing City Culture

中文关键词: 南京城市文化  本土品牌  品牌设计  文化传承

英文关键词: Nanjing urban culture  local brand  brand design  cultural heritage

中文摘要:

      目的 提高南京本土品牌与城市文化内涵的关联性，深入挖掘城市的传统文化元素，促进地域文化的推广、传承，加快本土品牌设计观念的转型。方法 深入了解品牌设计系统图，对于文本元素阶段与城市文化结合部分作出重点指导;引导本土品牌利用意象关联法去择取城市传统文化中的文本元素，让文本意象所形成的品牌符号较快地被大众认同;利用CIS企业识别系统与形象策略结构图，让文本元素的择取与产品内容更为匹配，最终完成本土品牌视觉系统的构建。结论 南京本土品牌通过对产品内容的深入挖掘，加上对城市文化的有机融合，同时借鉴不同类型品牌的文化整合优势，可以逐渐研发出属于自己品牌符号的设计系统，并使其独特性更为迅速地被大众所接受。

英文摘要:

      This paper aims to improve the connection between Nanjing's local brands and its cultural meaning, explore the city's traditional cultural elements, drive the promotion and inheritance of regional culture, and accelerate the transformation of local brand design concepts. This paper further explored the diverse elements of traditional culture in this city and guided local brands to select text elements from traditional urban culture using image correlation method, so that the brand symbols formed by text images can be recognized by the public quickly. The corporate identity system (CIS) and image strategy structure chart were used to make the selection of text elements better match the product content, and finally completed the construction of the visual system of the local brand. Through the exploration of the product content, the integration of the urban culture, and the reference of the advantages of assorted brands, local brands of Nanjing can gradually develop their own design system of brand symbol and enable their uniqueness to be accepted by the public.