To explore the influence of visual information system as an important component of city image visualization, how to produce role and influence on the city brand image. Taking Shenzhen metro guide system as the research object for visual information system, data collection and analysis were carried out through field investigation, user observation and interview. Analyzing user needs from Shenzhen Metro guiding system based on the product function level, results showed that the stable and positive image for city brand came from Basic Function and Regulating Function of visual information system, and Interest Function of visual information system was the key basis for putting forward the strategy of city brand image, and it was concluded that the visual information system was related to the realization of city brand value. Therefore, putting forward the city brand image strategy from the aspects of city service quality, city culture self-confidence, city humanistic care and city pioneering spirit:(1) Strengthen the core function of visual information system; (2) Transmit aesthetic value of visual information system; (3) Improve barrier free guide measures; (4) Develop intelligent guide equipment.