【摘要】：“得品牌者得天下”,企業(yè)的形象塑造直接關(guān)系到品牌的的受眾度、親和度,直接影響到品牌的市場價(jià)值份量。一個(gè)成功的品牌形象需要對企業(yè)的文化背景、產(chǎn)品屬性、管理制度等進(jìn)行系統(tǒng)的歸納,并能整合出視覺語言形象,通過數(shù)字化的解析形成標(biāo)準(zhǔn)化的規(guī)范,在應(yīng)用中能產(chǎn)生出強(qiáng)大的視覺沖擊力,引導(dǎo)市場對企業(yè)的關(guān)注度,為企業(yè)的發(fā)展規(guī)范化提供無限的幫助。 課題來源于電腦藝術(shù)設(shè)計(jì)專業(yè)視覺傳達(dá)方向《品牌形象設(shè)計(jì)》課程教學(xué)研究和實(shí)踐項(xiàng)目：湘約天下品牌形象設(shè)計(jì)。湘約天下是在湖南要創(chuàng)建的一個(gè)餐飲連鎖品牌形象,通過數(shù)字化技術(shù)對湖湘文化中典型的圖形進(jìn)行提煉、打散、構(gòu)成,與企業(yè)文化特征、現(xiàn)代流行元素進(jìn)行結(jié)合創(chuàng)作。以及通過數(shù)字化制作和虛擬實(shí)現(xiàn),把基礎(chǔ)形象應(yīng)用到現(xiàn)代企業(yè)中的辦公系統(tǒng)、環(huán)境陳設(shè)系統(tǒng)、包裝禮品與廣告宣傳系統(tǒng)、服裝與交通系統(tǒng)等上面,能展現(xiàn)出良好的企業(yè)形象,并形成科學(xué)嚴(yán)謹(jǐn)?shù)闹谱饕?guī)范。主要運(yùn)用到的軟件包括CorelDRAW矢量制圖和AdobePhotoshop圖像處理等。設(shè)計(jì)的重點(diǎn)是針對企業(yè)的標(biāo)志、標(biāo)準(zhǔn)字體和標(biāo)準(zhǔn)色進(jìn)行數(shù)字化創(chuàng)作,這也是品牌形象設(shè)計(jì)系統(tǒng)的核心部分。 數(shù)字化技術(shù)運(yùn)用為設(shè)計(jì)藝術(shù)的創(chuàng)作提供了廣闊的舞臺,設(shè)計(jì)師在這個(gè)舞臺上能發(fā)揮得淋漓盡致,把主觀意識、感性思維通過數(shù)字化理性的技術(shù)完美結(jié)合并表現(xiàn)出來,為服務(wù)社會、服務(wù)企業(yè),引導(dǎo)人類文明的進(jìn)程奉獻(xiàn)出一份力量。
[Abstract]:"get the brand get the world", the image of the enterprise directly related to the brand's popularity, affinity, and directly affect the market value of the brand. A successful brand image needs a systematic induction of the enterprise's cultural background, product attributes, management system, etc., and can integrate the visual language image, and form a standardized standard through digital analysis. In application, it can produce strong visual impact, guide the market to pay attention to the enterprise, and provide unlimited help for the standardization of the development of the enterprise. The subject comes from the teaching research and practice project of the visual communication direction of the computer art design specialty, Brand Image Design: Xiangyao World Brand Image Design. Hunan is a restaurant chain brand image to be created in Hunan province. Through digital technology, the typical graphics in Huxiang culture are refined, dispersed, constituted, combined with corporate cultural characteristics and modern popular elements. And through the digital production and virtual realization, the basic image can be applied to the office system, the environment display system, the packaging gift and advertising system, the clothing and transportation system and so on in modern enterprises, which can show a good corporate image. And form a scientific and rigorous production norms. Mainly used in the software including CorelDRAW vector mapping and AdobePhotoshop image processing and so on. The design focuses on the digital creation of enterprise logo, standard font and standard color, which is also the core part of the brand image design system. The use of digital technology provides a broad stage for the creation of the art of design, in which designers can give full play to subjective consciousness and perceptual thinking through the perfect combination and expression of digital rational technology. To serve the society, service the enterprise, guide the process of human civilization to contribute a force.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：TP311.52

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相關(guān)碩士學(xué)位論文 前1條

1 牛琛富茜;中國企業(yè)品牌本土化發(fā)展戰(zhàn)略研究[D];西安美術(shù)學(xué)院;2006年

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