【摘要】： 肯德基推出第五代標(biāo)識形象僅僅是讓山德士上校戴上了圍裙,柯達(dá)換標(biāo)是為了挽回被日韓沖擊的數(shù)碼市場,英特爾斥資25億美元換標(biāo)是為了進(jìn)入個(gè)人消費(fèi)市場,各大企業(yè)近年來紛紛不惜代價(jià)地改頭換面,重樹自己的形象。品牌形象作為企業(yè)的視覺圖騰,無疑是社會文化、經(jīng)濟(jì)、時(shí)代精神的觸角、陰晴表和風(fēng)向標(biāo),我們明顯地感到品牌形象設(shè)計(jì)的一個(gè)新時(shí)代已經(jīng)到來。這些現(xiàn)象并非淺表的時(shí)尚、風(fēng)格問題,它與整個(gè)社會背景、經(jīng)濟(jì)、科技、傳媒、文化、思潮的轉(zhuǎn)型有著深層的內(nèi)在關(guān)系。 當(dāng)代品牌形象設(shè)計(jì)的轉(zhuǎn)向與后現(xiàn)代社會的轉(zhuǎn)型有著怎樣的內(nèi)在聯(lián)系?為什么會有這樣的變化?當(dāng)代品牌形象設(shè)計(jì)的特征是什么?設(shè)計(jì)語言有什么變化?這些問題成了擺在我們面前的問題。我們已經(jīng)進(jìn)入了一個(gè)新時(shí)代(后現(xiàn)代社會),社會文化發(fā)生了深刻的變化,對當(dāng)代品牌形象設(shè)計(jì)的分析、研究,舊的話語、理論已經(jīng)無能為力,應(yīng)該尋找新的理論工具、話語,從理論上高屋建瓴地研究,到具體個(gè)案分析,這些問題都為國內(nèi)品牌形象設(shè)計(jì)理論與實(shí)踐提出了一個(gè)迫切的要求,也應(yīng)成為設(shè)計(jì)者、企業(yè)決策者新的理論依據(jù)。 本文旨在考察后工業(yè)社會轉(zhuǎn)型對企業(yè)品牌策略的影響,分析消費(fèi)社會符號價(jià)值理論與品牌形象的關(guān)系,后現(xiàn)代視覺文化與品牌形象的關(guān)系,新媒介互聯(lián)網(wǎng)蔚起對品牌形象設(shè)計(jì)的影響。從歷史的角度回顧企業(yè)形象設(shè)計(jì)的發(fā)展,以及向品牌策略轉(zhuǎn)變的過程;比較分析現(xiàn)代主義設(shè)計(jì)藝術(shù)與后現(xiàn)代主義設(shè)計(jì)藝術(shù)的關(guān)系�？偨Y(jié)、論證當(dāng)代社會特征下品牌形象設(shè)計(jì)的后現(xiàn)代特征和設(shè)計(jì)方法、語言,以及分析當(dāng)代品牌形象設(shè)計(jì)與當(dāng)代社會文化、科技、傳媒、經(jīng)濟(jì)、思潮的深層內(nèi)在關(guān)系是本論文的核心。
[Abstract]:KFC launched its fifth-generation logo just to put Colonel Sanders on an apron. Kodak changed the mark to recover the digital market hit by Japan and South Korea, and Intel spent $2.5 billion to enter the personal consumer market. In recent years, major enterprises have changed their faces at all costs and rebuilt their own image. As the visual totem of enterprises, brand image is undoubtedly the tentacles of social culture, economy and the spirit of the times, yin and fine watch and wind vane. We obviously feel that a new era of brand image design has come. These phenomena are not superficial fashion and style problems, it has a deep internal relationship with the transformation of the whole social background, economy, science and technology, media, culture and trend of thought. What is the internal relationship between the turn of contemporary brand image design and the transformation of postmodern society? Why is there such a change? What are the characteristics of contemporary brand image design? What are the changes in the design language? These questions have become the problems before us. We have entered a new era (post-modern society), and profound changes have taken place in social culture. The analysis, research, old discourse and theory of contemporary brand image design are powerless. We should look for new theoretical tools, discourse. From the theoretical point of view to the specific case analysis, these problems put forward an urgent requirement for the theory and practice of domestic brand image design, and should also become a new theoretical basis for designers and enterprise decision makers. The purpose of this paper is to investigate the influence of post-industrial social transformation on enterprise brand strategy, to analyze the relationship between consumer social symbolic value theory and brand image, and the relationship between post-modern visual culture and brand image. The influence of the new media Internet on the brand image design. From the historical point of view, this paper reviews the development of corporate image design and the process of transformation to brand strategy, and compares and analyzes the relationship between modernist design art and postmodernist design art. Summarize and demonstrate the postmodern characteristics and design methods, language of brand image design under the characteristics of contemporary society, and analyze the contemporary brand image design and contemporary social culture, science and technology, media, economy, The deep internal relationship of the trend of thought is the core of this paper.
【學(xué)位授予單位】：中央美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 喬雷;“小”車“大”空間在汽車造型設(shè)計(jì)中的平衡[D];吉林大學(xué);2011年

2 魏婧婧;文化差異下的品牌形象設(shè)計(jì)[D];中央美術(shù)學(xué)院;2010年

3 牛莉莉;姿可調(diào)電腦工作臺設(shè)計(jì)[D];吉林大學(xué);2012年

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本文編號：2487081