Research On The Design Of Flexible Brand Identity Based On Spatial Experience

In the past,in order to stabilize the position of its own brand in the market,companies emphasized consistent identification design principles when shaping their own brand image and delivering brand information to consumers.They usually carried out a series of identifications on different platforms with fixed visual symbols.which performed.While this kind of clone-like single expression method gives people a mechanical and rigid feeling,it also lacks the diversity of brand information transmission,and it cannot effectively promote a personalized communication method between the brand and the audience.With the rise of digital technology,in the rapidly iterating new media environment,emerging forms such as experience economy,sensory marketing and sharing economy are also booming in the Internet community.Consumers’ experience paths are becoming increasingly diversified,which gives brand design And the consulting field has brought huge opportunities and challenges.Therefore,brands need to connect with consumers in a more humane way.Based on the above background,the flexible brand identity design was born.It made up for the one-sided shortcomings of information communication in the previous brand identity system,enhanced the interaction and communication between the audience and the brand,and promoted the possibility of continuous brand expansion.The contact points between brand identity and the audience involve different levels of social life,spanning different times and spaces.The display platform of these contact points in the recognition context actually constitutes the concept of “brand space” in the nature of pan-brands.Carrying the core value of the brand and driving the wireless diffusion of information,it encompasses all consumer situations where the audience directly contacts the brand.Flexible brand identity,as a systematic design technique that includes the core identity of the brand,adheres to the human-oriented design concept,and needs to extend the flexible identity expression form to various contact situations in the brand space.Brand information is deployed in multiple dimensions in the time and space of various scenarios.At the same time,using the advantages of new media technology,the flexible brand identity based on brand space expression methods can explore the possibility of brand value realization to a greater extent,meet the emotional needs of different audiences,and guide audiences to obtain multiple physical and mental experiences,thereby enhancing Brand stickiness promotes the sustainable generation of brand identity.This article takes the flexible brand identity design method based on spatial experience as the main research object.First of all,it sorts out and explains the related theories and development significance of flexible identification and brand space experience,and analyzes the possibility of expanding application of flexible identification to brand space.Secondly,through the case study method,the application status of variable brand identification is analyzed,the application principles and performance types of flexible design are obtained,and the advantages and limitations of the development of flexible identification are pointed out.Furthermore,on the basis of the preliminary research,through the comparative analysis of typical cases,we found the commonalities and characteristics of the design of the identification elements in the brand space,deduced the feasible path for the expansion of the flexible identification in the space experience,and constructed the variable Based on the specific design content of the spatial experience,this paper proposes a model of flexible brand identification design based on the spatial experience,and stipulates the execution process of the model.Afterwards,according to the proposed design model framework,the design practice of flexible in the space experience is carried out,and the design method is reflected and optimized.Based on the above research,the conclusions of this article and the prospects are put forward,hoping to provide valuable references for the theoretical research and development practice of brand identity design in the industry.