PDF《南昌大学》

南昌大学 硕士学位论文 同源策略在品牌形象设计中的导向作用之研究――以皇明太阳 能企业形象设计为例 姓名:吕倩 申请学位级别:硕士 专业:设计艺术学 指导教师:傅小龙

20071228 摘要 本课题试图将一种原本适用于文本及版式设计的视觉语言传达策略―― 同源策略作为新的切入点,结合皇明太阳能企业形象设计的实例,探讨同源 策略对品牌形象设计的导向作用.

论题将分析传统品牌形象设计策略只侧重 宣传企业形象、只关心产品营销利润等存在的问题;

认为传统品牌形象设计 策略视野狭隘,常使推广环节脱节.同源策略中 受众、目的和语境 的全 方位角度,应当能够更好地帮助指导设计者灵活解决在传统品牌形象设计中 的缺陷问题,应当更为科学和全面. 选题将对皇明太阳能品牌进行具体研究,对比分析同源策略中具体项目: 排列、强调、清晰、简洁、语气和风格,在皇明太阳能企业形象设计中的状 况,特别是标志、标识语、标志颜色的运用以及企业精神的内涵、品牌技术 含量等,对 皇明 的品牌形象中存在的特点和问题深入研究和剖析;

并希 望借助这种全新策略,指导皇明太阳能在具备自己的 中国特色 的同时, 成功地走出国门,打入国际市场,并真正实现 世界太阳能第一 的远景目 标. 同时,通过对 皇明 太阳能企业形象设计的解析,总结归纳普遍适用 于品牌形象设计的更为全面精确的指导原则和思维方法,从而实现在这一领 域的理论创新. 关键词:同源策略;

皇明;

品牌形象设计 Ⅱ Abstract ABSTRACT This topic attempts to take one kind of ori#nal manuscript be suitable for the text and the format design visual language transmission s把ategy-――-cognate strategiesas a new cuts into the spot,union the Himin solar energy enterprise image design example,discuss the leading role of cognate strategies in brand image design. The topic will analyze traditional brand design strategy focusing on publicity corporate image,product marketing profits only concerned about the existing problems and SO on;

thought the traditional brand image design strategy field of vision is narrow,often causes to promote the link to come apart.The whole angle of audience、purpose and context'

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in the cognate strategies,must be able to help to instruct the designerwell fiexibly to solve in the traditional brand image design flaw question,it should be more scientific and comprehensive. The selected topic will conduct the concrete research to the Himin solar energy brand,iU contrast analysis cognate strategies concrete project:arrangement, emphasis,clearity,conciseness,tone and ethos,in Himin solar energy enterprise image design condition,particularly is the symbolizes,the logo language,the sign color utilization,the enterprise mental connotation and the brand technology content and SO on,characteristic and question thorough research and analysis exists which to the brand imagein Himin solar;

and hope with the aid of this kind of brand-new strategy,meanwhile,guide the Himin solar energy to has its own Chinese characteristics ,infiltratesthe international market,then make the the first solar energy in the world long―term goals come true. Meanwhile,Throngh the Hi/IfiU solar energy enterprise image design analysis, Summarizing generally applied to the brand imagedesign more comprehensive and accurate way of thinking guiding principles,thus realizes in this domain theory innovation. Key Words:cognate strategies;