| 张锡,吴天宇.以文化传统为导向的农夫山泉CI设计策略构建[J].包装工程,2017,38(4):89-92. |
| 以文化传统为导向的农夫山泉CI设计策略构建 |
| CI Design Strategy Construction of NongFu Spring Based on Culturetradition |
| 投稿时间：2016-12-09 修订日期：2017-02-20 |
| DOI： |
| 中文关键词: 文化传统 品牌形象 农夫山泉 CI设计 |
| 英文关键词: culture tradition brand image NongFu Spring CI design |
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| 中文摘要: |
| 目的 通过对CI设计基本概念与方法体系的界定，结合实际案例，论证在企业品牌形象构建时应适度引入中国文化传统中的艺术元素。方法 案例研究分析，以“农夫山泉”品牌为例，深入分析其CI设计中理念识别、行为识别、视觉识别的文化传统元素表现。结论 通过理论分析与实证研究，提炼出中国式CI设计的基本策略与应用方式，以期为现代企业的CI设计提供理论依据与实践措施。 |
| 英文摘要: |
| It aims to demonstrate that the artistic elements of traditional Chinese culture which should be appropriately introduced in building corporate brand image through defining the design concept and method system of CI basic and referring to the practical case. An in-depth case study analysis on brand "NongFu Spring" was conducted to explore its mind identity, behavior identity, as well as its visual identity by presenting traditional cultural elements in terms of CI design. Through theoretical analysis and empirical research, it extracts the basic strategies and application modes of Chinese-style CI design, thus provides a theoretical basis and practical measure for CI design of modern enterprises. |
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