The Theory Of "visual Hammer" In The Construction Of University Brand Image

In the era of new media,a large number of complex and disorderly visual interference leads to the homogenization of brand image.Enterprises and institutions have made their own brand image strategy adjustment in accordance with the social situation.In the field of higher education,the construction of university brand image can not be ignored.The traditional domestic university brand image construction thought,mostly from the high-level decision-maker's subjective Angle of view gives the graph with some significance "the task",and USES the graph as the identification symbol carries on the systematic extension to achieve the brand image construction goal.However,in the absence of effective guidance,this method will generate understanding differences with the audience group,which is not conducive to the status quo of competition in a homogeneous society.And this article will use "visual hammer theory" of logical thinking,discusses how to from the perspective of visual positioning,brand image in Chinese colleges and universities under the background of new era building problem: starting from the core interests of the brand,from the brand itself,competitors and the perspective of audience mind three comprehensive analysis,looking for its unique positioning,translates into class communication elements into the audience mind vision,to spread and to maximize the effect of competition.By analyzing the characteristics of China's university industry and the explicit form of its brand image,this paper sorts out the logical basis of combining the theory of visual hammer with the construction of university brand image.Taking northwestern university as an example,this paper sums up the different cognition of northwestern university through competitive analysis from the four evaluation criteria of general audience of universities,including geographical,historical,ranking and disciplinary,and explores the "language nail" of northwestern university.Then from the perspective of visual assets,analysis of the importance of signs for the general college industry.In analyzing the current logo of northwestern university,it can be used as a "visual hammer" by analyzing its significance,identification and status.Hammer nail through the "language" and "vision" the two core elements of visual hammer theory derivation method in specific brand image construction,and will result in the main visual elements of the visual recognition system in colleges anduniversities(logo,standard word,standard color)as object updated design,concrete construction and made a fundamental part of VIS and part of the design of office supplies,make "visual hammer" is a strategic platform for the display.Finally,this achievement was used to apply for the university-level project of northwestern university,which was recognized and applied by the school,and proved the feasibility and reference of the viewpoints and practices discussed in this paper.