标志论文：从企业换标现象谈品牌再设计的潮流趋势.doc

标志论文：从企业换标现象谈品牌再设计的潮流趋势【中文摘要】标志象征着一种精神文化。随着全球经济的增长,商业化的不断扩张,标志所蕴含的企业价值也在变化着竞相提高,在此,标志已经不仅仅是一个符号,它更是传达了种语言,牵引或被牵引着与人的活动和行为,二者的相互影响提升了品牌的价值。在经济浪潮的驱使下,如何才能不被淹没?如何才能在日新月异的环境下稳固自身的地位?在各大企业的竞争压力下,如何才能以独特的理念压倒一方旗帜?企业的停止不前就是落后,如何才能提高自身在竞争中的地位?这是各大企业迫在眉睫的问题。为了在新的竞争环境中重新定位品牌形象,展示新的文化理念,获取新的竞争力,各大企业选择了对企业标志的再设计。世界500强大企业在标换标的事件上首发其冲,在各个领域引领着时尚的潮流,它在原有的基础上进行创新改革,不仅保持了原有的良好形象,也体现了发展的新动力,使企业所建立的品牌延续发展。企业标志的更新是品牌再设计的具体表现,品牌再设计是在原来的品牌基础上进行了“第二次执行”的任务,是围绕着新的企业理念进行的改革设计。或者企业处于成熟期,或者属于衰退期,它都会随着社会大众的审美情趣与企业战略的发展与调整而变化。本文以企业换标现象为切入点,分析了其换标的本质原因,从经营模式到发展策略,从审美趋向到设计方法,以及与时俱进的生活节奏,都影响着企业标志的改变,而企业换标是在何种潮流的影响下来改变呢,它所遵循的设计方向又是如何呢,这正是本文要阐释的再设计的潮流趋势。本文采用了直观的理论与实际相结合的例证法,列举了大量的实例图片,总结了品牌再设计的潮流趋势法则,从各个领域阐述了品牌再设计的更替现象,并且结合个人作品来分析潮流法则在设计中的指导作用。【英文摘要】trademark is a symbol of spiritual culture. along with the global economic increasing and the expansion of commercialization, the inside value of trademark is getting higher and higher, hence, trademark is not just a symbol, its conveying a special language influencing peoples behavior and activity. the interaction between them improved the value of trademark.how could it be there without being submerged under economic waves? how could it hold its position when things are changing rapidly? how could it win the competition under all kinds of pressures? not to advance is to go back, so how could they improve themselves and gain a stable position? these are the hot topics that big companies are investigating and eager to find out the solutions.in order to build up a good trademark image to strengthen the capability to win, they chose to re-design their trademarks.among of the 500 toppest companies all over the world, some of them started taking action and leading the fashion trend. they innovated based on the original trademarks, not only kept a good image and also found new motivation to further develop their brand.the re-design of trademark is a specific expression of the brand innovation around improved enterprise culture. no matter which phase they are, stable or immature, they all need the adjustments according to the society estheticism and company strategy.this article starts from re-design phenomenon, analyzed its root cause, from management mode to development strategy, from estheticism trend to design methodology, and the changing life style, they all have influences to the re-design. how did brand re-design happen and whats the direction it follows? were right about to tell you in this article. in this article, it combines theory and reality, and provides plenty of samples to summarized the rule of brand re-design. analyzes the exchanging phenomenon of brand-redesign and explains how the rule guide the re-design by the demonstration of my work products.【关键词】标志 再设计 潮流趋势【英文关键词】trademark re-design fashion trend【目录】从企业换标现象谈品牌再设计的潮流趋势摘要4-5abstract5一、绪论7-13(一) 企业换标的现象7-8(二) 企业换标现象产生的必然性8-9(三) 品牌再设计的相关理论9-13二、企业换标现象的本质13-20(一) 调整战略:经营模式的改变13-15(二) 提升理念:发展策略的转变15-16(三) 变更形式:审美趋向的影响16-17(四) 融入创新:设计方法的更替17-18(五) 与时俱进:生活节奏的贴近18-20三、企业换标现象与品牌再设计20-22(一) 企业与品牌之间的关系20-21(二) 品牌再设计的作用下出现了企业换标现象21(三) 企业换标现象体现了品牌再设计21-22四