城市品牌识别体系探究

发布时间：2019-01-04 19:10

【摘要】：本文章从设计视角出发，综合理论研究与实践分析，对城市品牌的构成形态和识别体系进行梳理和深入探讨。城市品牌由城市形象演变而来，借鉴企业品牌模式，逐渐形成城市的品牌化。目前对于城市品牌的研究较为成熟，从设计角度的研究也零星出现，但大多局限于套用企业识别体系的构成模式，或是基于部分构成形态的片面探讨，缺乏系统性的研究。通过对上海、纽约和首尔的城市品牌构成进行梳理和比较，文章归纳出构成城市品牌的识别形态。从原理上，城市品牌的识别形态包含视觉和意识两个层面，这两个层面存在一定程度的交叉性，具体包含自然形态、人文形态、经济形态和营销形态四个识别体。这四个识别体分别包括多种识别形态，这些识别形态相互融合、衍生，具有交叉性、交替性、时代性、发展性、扩展性、多样性等特点，这些特点共同构成城市整体识别形态的统和性。为检验研究形成的城市品牌识别体系，本文章以杭州为例证明该体系的准确性。综合理论与实践研究可以发现，城市品牌的识别体系探究并不局限于管理学领域范畴，，可以形成管理学与视觉设计领域交叉的学科，具有较大的研究空间和发展前景。
[Abstract]:From the perspective of design, this paper combs and probes into the structure and recognition system of urban brand by synthesizing theoretical research and practical analysis. The city brand evolves from the city image, draws lessons from the enterprise brand pattern, forms the city brand gradually. At present, the research on urban brand is relatively mature, and the research from the design angle appears sporadically, but most of them are limited to the structural pattern of the applied enterprise identification system, or lack of systematic research based on the one-sided discussion of the partial constitution form. By combing and comparing the urban brand composition of Shanghai, New York and Seoul, the paper concludes the recognition form of the urban brand. In principle, the recognition form of urban brand includes two levels of vision and consciousness, which has a certain degree of intersection, including the natural form, human form, economic form and marketing form of four identifiers. The four recognitions include a variety of recognition forms, which merge and derive from each other and have the characteristics of intersection, alternation, epoch, development, expansibility, diversity, etc. These characteristics together constitute the unity and nature of the whole recognition form of the city. In order to test the urban brand recognition system, this paper takes Hangzhou as an example to prove the accuracy of the system. Comprehensive theoretical and practical research can find that the research of urban brand recognition system is not limited to the field of management, and can form a subject that intersects the field of management and visual design, and has a great research space and development prospects.
【学位授予单位】：中国矿业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.1;J534

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