数字化媒体时代下企业品牌形象传播与设计研究

发布时间：2018-08-26 17:57

【摘要】：随着信息化时代的进步,互联网信息技术以及数字化媒体技术得以迅速发展,使得信息传播方式面临一场巨大的变革。信息的传播呈现虚拟性、交互性、开放性和全球性等特征,从而企业品牌形象的传播也发生了根本的变化,甚至影响到企业的生产方式、产品结构以及管理方式的转变。在数字化媒体环境下,品牌视觉形象作为企业文化理念和产品信息的载体,被社会大众和设计界所关注。面对传媒方式的多样化、信息传播的即时性、信息内容的透明化及用户体验的交互性等传播特征,传统意义上的品牌形象设计方式已无法满足当前数字化媒体环境下的需要。企业应该密切围绕数字化技术的特点来进行品牌形象的传播与设计,才能适应信息时代数字化技术的要求。本文研究内容基于数字化媒体时代环境下,对企业品牌形象传播与设计进行研究分析。分别归纳出品牌形象传播与品牌视觉形象设计的特征,并结合国内外优秀案例分析,从企业品牌形象视觉识别系统化设计、色彩系统设计、图形系统设计、字体系统设计以及视听系统设计五个方面切入,探讨企业品牌视觉形象数字化设计与方法。品牌形象识别系统的数字化设计转型,并不仅仅是将企业的形象从平面视觉转移到立体视觉屏幕上,更是利用对企业品牌形象表达有创新性且高度契合的数字技术,经过合理构思,将数据与图形、色彩融入品牌文化内涵的整合设计方法。
[Abstract]:With the development of information age, Internet information technology and digital media technology are developing rapidly, which makes the way of information dissemination face a great change. The dissemination of information presents the characteristics of fictitious, interactive, open and global, so the transmission of enterprise brand image has also undergone fundamental changes, even affecting the transformation of the production mode, product structure and management mode of the enterprise. In the digital media environment, brand visual image, as a carrier of corporate culture and product information, has been concerned by the public and the design community. In the face of the diversification of media mode, the immediacy of information dissemination, the transparency of information content and the interaction of user experience, the traditional brand image design method can not meet the needs of the current digital media environment. Enterprises should closely focus on the characteristics of digital technology to spread and design the brand image in order to meet the requirements of digital technology in the information age. The research content of this paper is based on the digital media era, research and analysis of corporate brand image communication and design. The characteristics of brand image communication and brand visual image design are summarized, and combined with the analysis of excellent cases at home and abroad, the systematic design of enterprise brand image visual recognition, the design of color system, and the design of graphic system are analyzed. This paper discusses the digital design and method of enterprise brand visual image from five aspects: font system design and audiovisual system design. The digital design transformation of brand image recognition system is not only to transfer enterprise image from plane vision to stereoscopic vision screen, but also to utilize innovative and highly compatible digital technology to express enterprise brand image. After reasonable conception, the data and graphics, color into the brand culture connotation of the integrated design method.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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