国际品牌形象本土化中的字体设计转化研究

发布时间：2018-06-01 23:28

本文选题：国际品牌 + 品牌形象本土化设计　；参考：《深圳大学》2017年硕士论文

【摘要】：当今,企业竞争的实质是品牌竞争。而品牌视觉形象如同承载品牌无形资产的胶囊,涵盖品牌理念与文化的品牌核心价值等元素。当企业为了应对品牌扩张与品牌全球化的实现,会相应地制定品牌国际化战略,以达到战略转型、扩展品牌市场、以及强化品牌适应力的目的。在这个过程中,品牌形象也需根据品牌战略的要求做及时的改造与转化。全球经济一体化促使品牌全球化扩张。然而随着国际品牌本土化的进行,品牌视觉形象的本土化设计也势在必行。国际品牌视觉形象本土化这一概念逐渐受到关注与重视。然而差异较大的两个区域的品牌形象本土化设计,面临的一个最大的挑战即是水土不服和过度本土化产生品牌视觉形象偏差。其中,品牌跨民族面对的文化差异,尤其是语言与字体的差异问题显得尤为棘手。因此有必要对国际品牌本土化在跨字体方面的转化设计进行研究。目前字体设计作为国际品牌视觉本土化的重要组成部分,尚未形成系统的转化方法与原则。本文基于国际品牌形象设计本土化视角,对拉丁字体与汉字字体间的转化设计进行研究。运用文献研究法、观察比较研究法以及个案分析法,梳理品牌跨字体转化的逻辑与切入点,归纳出转化的具体方法。解决品牌字体在转化程中,如何融入本土市场且延续其品牌字体在母国的视觉识别形象,从哪些角度进行正确有效的取舍等实质性问题。本文相关研究可为国际品牌形象设计本土化在字体设计转化方面提供参考。
[Abstract]:Nowadays, the essence of enterprise competition is brand competition. Brand visual image is like a capsule carrying brand intangible assets, covering brand concept and cultural brand core value and other elements. In order to cope with the brand expansion and the realization of brand globalization, the enterprise will formulate the brand internationalization strategy accordingly, in order to achieve the strategic transformation, expand the brand market, and strengthen the brand adaptability. In this process, brand image also needs to be timely transformed and transformed according to the requirements of brand strategy. Global economic integration promotes the expansion of brand globalization. However, with the international brand localization, brand visual image localization design is imperative. The concept of localization of international brand visual image has been paid more and more attention to. However, one of the biggest challenges to the localization design of brand image in the two regions is the deviation of brand visual image caused by local resistance and excessive localization. Among them, brand cross-national cultural differences, especially the language and font differences appear to be particularly difficult. Therefore, it is necessary to study the transformation design of international brand localization in cross-font. At present, as an important part of international brand vision localization, font design has not yet formed systematic transformation methods and principles. Based on the localization of international brand image design, the transformation design between Latin font and Chinese character font is studied in this paper. By using the literature research method, the comparative research method and the case analysis method, the logic and the breakthrough point of the brand cross-font transformation are combed out, and the concrete methods of the transformation are summed up. To solve the substantive problems of how to integrate into the local market and continue the visual recognition image of the brand font in the home country, and from which angles to choose and choose correctly and effectively. This paper can provide reference for international brand image design localization in font design transformation.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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