| 俞明.重庆老字号品牌视觉形象设计研究[J].包装工程,2018,39(10):80-85. |
| 重庆老字号品牌视觉形象设计研究 |
| Visual Image Design of Chongqing Old Brand |
| 投稿时间：2017-09-16 修订日期：2018-05-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.10.015 |
| 中文关键词: 重庆老字号 品牌视觉形象 设计创新 |
| 英文关键词: Chongqing time-honored brand brand visual image design innovation |
| 基金项目:2015年重庆市社会科学规划一般项目（2015YBYS086）；2015年重庆市教育委员会人文社会科学研究一般项目（15SKG217） |
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| 中文摘要: |
| 目的 研究重庆老字号品牌视觉形象重塑的方法和理论。方法 对重庆老字号品牌进行实地调查，归类分析重庆老字号品牌的现状和问题，在设计学科的视角下，从挖掘品牌文化、视觉形象创新、地域文化元素特征和完善系统化识别4个角度探析重庆老字号品牌的视觉形象整合设计的策略，并以重庆老字号“陈昌银”麻花为案例进行视觉形象重塑设计。结论 论证了品牌视觉形象设计对创造老字号品牌新价值的意义，探索了重庆老字号视觉形象系统设计创新的可行性。 |
| 英文摘要: |
| To study the method and theory of reconstructing visual image of Chongqing old brand. Chongqing time-honored brands were investigated and analyzed, and based on the survey, their state quo and problems were studied. From the perspective of design discipline, the strategy for integrative design of visual image of Chongqing time-honored brands are analyzed from the angles of mining brand culture, visual image innovation, characteristics of regional culture, and improving the system of identification, and then the distinctive brand images are constructed. Taking Chongqing old brand “Chen Chang-yin” as the case for visual image remodeling design. It demonstrates the significance of the brand visual image design to create the old brand new value, and the feasibility of innovating the visual design for Chongqing time-honored brand is discussed. |
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