Research On The Visual Image Reconstruction Of Time Honored Brand From The Perspective Of Semiotics

Today,with the rapid development of modern commerce and the coexistence of various forms of business,there are still a number of time-honored enterprises that have undergone years of testing and passed down to the present day,standing firm in the era with a firm attitude.However,the disadvantages and problems of time-honored brands in the competitive environment are particularly obvious,and most enterprises have entered a period of brand recession.Therefore,brand activation and brand reconstruction have become an inevitable choice for time-honored enterprises.Rebuilding brand visual identity symbols is the key link in brand remodeling.From the perspective of semiotics,this article extracts and summarizes the common parts of semiotics theory,combines the principles of information dissemination and the generation of symbolic meaning with design,deeply analyzes the visual symbols in the brand image of "time-honored brands" at home and abroad,studies the essential role of symbols in the brand visual image,designing "time-honored brands" visual images,Demonstrate the guiding role and significance of semiotics in the generation of time-honored brand images.Summarize and explore the design procedures and methods for reshaping the brand image of time-honored brands.Taking Shanxi Ruizhongxiang time-honored clothing brand as the research object,this paper analyzes the apparent characteristics and hidden semantics in its brand culture,combines the advantages of regional culture,fully considers the emotional demands of consumers,extracts and designs visual identification symbols that belong to the Ruizhongxiang brand,and applies them to the visual shaping part of the brand.On the other hand,it injects new energy into the "time-honored brand" and inherits the traditional culture it carries for a long time.