目的 探讨品牌标志再设计作业流程的创新方法;方法:首先论证品牌标志再设计业务属于服务设计定义下的服务范畴，再以荣威的汽车品牌再设计项目过程为例，研究服务设计的理论和方法如何应用于复杂利益相关人背景下的品牌再设计流程优化。结论:运用服务设计的方法和理论对品牌再设计项目作业流程的创新有显著优势。服务设计的介入不仅能实现更彻底的品牌形象升级，而且能够在新的品牌标志与品牌受众之间建立更强的品牌凝聚力，其创新之处是首创地将品牌再设计业务作为一项服务来分析，指出了服务设计方法的介入能够提高品牌标志再设计作业流程的效率，提高品牌再设计服务的附加价值，同时也推动了服务设计应用范围向品牌标志案例范围的延展。

This paper aims to explore the innovative method of the brand redesign service process. Firstly, this paper demonstrates the brand logo redesign business belongs to the service category under the definition of service design. Then, take Roewe’s car brand redesign project process as an example to study how the theories and methods of service design can be applied to the optimization of the brand redesign process in the context of complex stakeholders. Using the methods and theories of service design has a significant advantage in the innovation of the operation process of the brand redesign project. The intervention of service design can not only achieve a complete brand image upgrade, but also can establish a stronger brand cohesion between the new brand logo and the brand audience; Innovation is the original analysis brand redesign process as a service, and it is pointed out that the intervention of service design method can improve the efficiency of the brand logo work process, increase the added value of brand redesign service, and also promote the extension of service design application scope to brand logo case scope.