论当代品牌形象设计的后现代特征与设计语言
发布时间：2019-05-28 12:53
【摘要】： 肯德基推出第五代标识形象仅仅是让山德士上校戴上了围裙,柯达换标是为了挽回被日韩冲击的数码市场,英特尔斥资25亿美元换标是为了进入个人消费市场,各大企业近年来纷纷不惜代价地改头换面,重树自己的形象。品牌形象作为企业的视觉图腾,无疑是社会文化、经济、时代精神的触角、阴晴表和风向标,我们明显地感到品牌形象设计的一个新时代已经到来。这些现象并非浅表的时尚、风格问题,它与整个社会背景、经济、科技、传媒、文化、思潮的转型有着深层的内在关系。 当代品牌形象设计的转向与后现代社会的转型有着怎样的内在联系?为什么会有这样的变化?当代品牌形象设计的特征是什么?设计语言有什么变化?这些问题成了摆在我们面前的问题。我们已经进入了一个新时代(后现代社会),社会文化发生了深刻的变化,对当代品牌形象设计的分析、研究,旧的话语、理论已经无能为力,应该寻找新的理论工具、话语,从理论上高屋建瓴地研究,到具体个案分析,这些问题都为国内品牌形象设计理论与实践提出了一个迫切的要求,也应成为设计者、企业决策者新的理论依据。 本文旨在考察后工业社会转型对企业品牌策略的影响,分析消费社会符号价值理论与品牌形象的关系,后现代视觉文化与品牌形象的关系,新媒介互联网蔚起对品牌形象设计的影响。从历史的角度回顾企业形象设计的发展,以及向品牌策略转变的过程;比较分析现代主义设计艺术与后现代主义设计艺术的关系。总结、论证当代社会特征下品牌形象设计的后现代特征和设计方法、语言,以及分析当代品牌形象设计与当代社会文化、科技、传媒、经济、思潮的深层内在关系是本论文的核心。
[Abstract]:KFC launched its fifth-generation logo just to put Colonel Sanders on an apron. Kodak changed the mark to recover the digital market hit by Japan and South Korea, and Intel spent $2.5 billion to enter the personal consumer market. In recent years, major enterprises have changed their faces at all costs and rebuilt their own image. As the visual totem of enterprises, brand image is undoubtedly the tentacles of social culture, economy and the spirit of the times, yin and fine watch and wind vane. We obviously feel that a new era of brand image design has come. These phenomena are not superficial fashion and style problems, it has a deep internal relationship with the transformation of the whole social background, economy, science and technology, media, culture and trend of thought. What is the internal relationship between the turn of contemporary brand image design and the transformation of postmodern society? Why is there such a change? What are the characteristics of contemporary brand image design? What are the changes in the design language? These questions have become the problems before us. We have entered a new era (post-modern society), and profound changes have taken place in social culture. The analysis, research, old discourse and theory of contemporary brand image design are powerless. We should look for new theoretical tools, discourse. From the theoretical point of view to the specific case analysis, these problems put forward an urgent requirement for the theory and practice of domestic brand image design, and should also become a new theoretical basis for designers and enterprise decision makers. The purpose of this paper is to investigate the influence of post-industrial social transformation on enterprise brand strategy, to analyze the relationship between consumer social symbolic value theory and brand image, and the relationship between post-modern visual culture and brand image. The influence of the new media Internet on the brand image design. From the historical point of view, this paper reviews the development of corporate image design and the process of transformation to brand strategy, and compares and analyzes the relationship between modernist design art and postmodernist design art. Summarize and demonstrate the postmodern characteristics and design methods, language of brand image design under the characteristics of contemporary society, and analyze the contemporary brand image design and contemporary social culture, science and technology, media, economy, The deep internal relationship of the trend of thought is the core of this paper.
【学位授予单位】：中央美术学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2487081
[Abstract]:KFC launched its fifth-generation logo just to put Colonel Sanders on an apron. Kodak changed the mark to recover the digital market hit by Japan and South Korea, and Intel spent $2.5 billion to enter the personal consumer market. In recent years, major enterprises have changed their faces at all costs and rebuilt their own image. As the visual totem of enterprises, brand image is undoubtedly the tentacles of social culture, economy and the spirit of the times, yin and fine watch and wind vane. We obviously feel that a new era of brand image design has come. These phenomena are not superficial fashion and style problems, it has a deep internal relationship with the transformation of the whole social background, economy, science and technology, media, culture and trend of thought. What is the internal relationship between the turn of contemporary brand image design and the transformation of postmodern society? Why is there such a change? What are the characteristics of contemporary brand image design? What are the changes in the design language? These questions have become the problems before us. We have entered a new era (post-modern society), and profound changes have taken place in social culture. The analysis, research, old discourse and theory of contemporary brand image design are powerless. We should look for new theoretical tools, discourse. From the theoretical point of view to the specific case analysis, these problems put forward an urgent requirement for the theory and practice of domestic brand image design, and should also become a new theoretical basis for designers and enterprise decision makers. The purpose of this paper is to investigate the influence of post-industrial social transformation on enterprise brand strategy, to analyze the relationship between consumer social symbolic value theory and brand image, and the relationship between post-modern visual culture and brand image. The influence of the new media Internet on the brand image design. From the historical point of view, this paper reviews the development of corporate image design and the process of transformation to brand strategy, and compares and analyzes the relationship between modernist design art and postmodernist design art. Summarize and demonstrate the postmodern characteristics and design methods, language of brand image design under the characteristics of contemporary society, and analyze the contemporary brand image design and contemporary social culture, science and technology, media, economy, The deep internal relationship of the trend of thought is the core of this paper.
【学位授予单位】：中央美术学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关硕士学位论文 前3条
1 乔雷;“小”车“大”空间在汽车造型设计中的平衡[D];吉林大学;2011年
2 魏婧婧;文化差异下的品牌形象设计[D];中央美术学院;2010年
3 牛莉莉;姿可调电脑工作台设计[D];吉林大学;2012年
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