卓越设计让品牌有形

发布时间：2018-01-24 06:11

  本文关键词： 品牌设计 产品设计 传播设计 环境设计 品牌总监　出处：《装饰》2017年09期 　论文类型：期刊论文

【摘要】：优秀的设计是实施品牌战略的强大引擎。如果缺少有力而卓越的设计能力,就不可能让人们看到、感觉到、触摸到、使用到、体验到和享受到品牌的世界。本文把品牌设计分为产品设计、传播设计、环境设计三大类别。在产品设计类别中,伴随着众多案例,汽车设计师奥山清行设计的洋马拖拉机案例,向我们展示了他的作品如何为洋马品牌赋予力量。在讨论传播设计时,介绍了东京奥运会标志、国际品牌的网站设计以及鳄鱼品牌的网络电影案例。对于品牌环境设计,考察了如梅赛德斯咖啡厅等品牌体验空间的体验商品和氛围。最后,讨论了日本四国毛巾工业协会的案例,佐藤可士和作为品牌总监凭借战略指导、领导才能和设计能力,在重组和重塑传统产业,使之成为一个具有创新性、全球化导向性品牌的品牌驱动型组织中,展示了他的多种才能。
[Abstract]:Good design is a powerful engine for the implementation of brand strategy. It is impossible to let people see, feel, touch and use if there is no strong and outstanding design ability. Experience and enjoy the brand of the world. This paper divides the brand design into three categories: product design, communication design, environmental design. In the product design category, accompanied by many cases. The case of Japanese Horse Tractor designed by car designer Ching Heng Okayama shows us how his work gives strength to the brand of Yangma. When discussing the communication design, it introduces the logo of the Tokyo Olympic Games. The website design of international brand and the online film case of crocodile brand. For the design of brand environment, the experience goods and atmosphere of brand experience space such as Mercedes Coffee Shop are investigated. Finally. This paper discusses the case of Japan's four countries towel Industry Association, Sato Kosher as a brand director with strategic guidance, leadership and design ability, in restructuring and reshaping the traditional industry, making it an innovative. In the brand-driven organization of the global-oriented brand, its many talents are displayed.
【作者单位】： 中国传媒大学广告学院;
【分类号】：TB472
【正文快照】： 品牌战略的第一步,就是品牌的定位:自己是谁?为什么以及如何在考察品牌构筑和传播品牌世界观的案例时,优秀的设计一定是不朝着既定的目标开展事业活动?在明确产品自身身份认同、价值观和愿可或缺的。有关品牌的设计可分为产品设计、传播设计、环境设计这三景之后,塑造品牌的航，

本文编号：1459359