论商标形象的视觉设计与品牌传播

当代中国经济的发展已由商品竞争转变为品牌竞争,品牌竞争力的提高需要以品牌传播为动力.商标是品牌传播的物质媒介,因此,商标形象设计不仅要传达先在的品牌理念和企业经营范围,还要考虑消费者的行为和心理以及认知结构,更应遵循品牌传播规律.商标设计的创新性,审美性和易识别性完美结合,可以实现品牌传播效果的最大化.

On Visual Image Design of Trademark and Brand Communication

Nowadays, the main field of competition of Chinese economy has turned to brand images from commodities. To strengthen brand competitiveness, we need to look at brand communication as driving power. Trademark is the physical medium of brand communication. Therefore, design of trademark images should not only convey existent brand ideas but also the enterprises' operating fields. Consumer behaviors and psychology and cognition structure of consumers also need to be taken into consideration. Further more, brand communication principles should be obeyed. Thus, perfect integration of originality, aesthetics and easy identification of trademark design may maximize the effects of brand communication.