改革开放以来中国形象元素在自主品牌形象设计中的审美演变

发布时间：2018-06-13 06:58

本文选题：改革开放 + 中国形象元素　；参考：《艺海》2016年08期

【摘要】：改革开放以来,随着中国经济的迅速发展和中华文化的逐渐复兴,初露端倪的中国形象元素设计潮流在建筑、环境、视觉、广告、活动、展览、服装、首饰、影视、美术、音乐、舞蹈等领域深入持续展开,经历了一个由小到大、由弱到强、从自发到自觉、从自卑到自信的发展历程。回望这30年来的我国自主品牌形象设计审美风格演变的发展历程,经历了孕育——模仿和学习——反思与自主创新的三大阶段,品牌形象的视觉设计语言日趋丰富成熟,如何利用本土文化融入自主品牌以区隔于西方,生成中国型的品牌形象战略,来增强自主品牌特色与文化魅力,提升自主品牌竞争力,已成为我们当下自主品牌经营和发展的一个战略问题,也是中国自主品牌未来发展的一大趋势。
[Abstract]:Since the reform and opening up, with the rapid development of China's economy and the gradual revival of Chinese culture, the emerging trend of the design of Chinese image elements in architecture, environment, vision, advertising, activities, exhibitions, clothing, jewelry, film and television, fine arts, Music, dance and other fields continue to expand, experienced a small to large, from weak to strong, from spontaneous to conscious, from inferiority to self-confidence. Looking back on the development of aesthetic style evolution of independent brand image design in China in the past 30 years, it has experienced three stages of gestation-imitation and learning-reflection and independent innovation, and the visual design language of brand image is becoming more and more mature. How to make use of the native culture to integrate the local culture into the independent brand in order to separate the western countries and form the Chinese brand image strategy, to enhance the independent brand characteristics and cultural charm, and to enhance the competitive power of the independent brand. It has become a strategic problem of our own brand management and development, and is also a major trend of the future development of independent brands in China.
【作者单位】：广州美术学院视觉艺术设计学院;
【分类号】：J524

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