| China’s old brands(hereinafter referred to as old brands)have plummeted from more than 10,000 at the beginning of the country to more than 1,000 now,which makes the protection of old brands and their sustainable development a focal point of current industry and academic discussions.The Ministry of Commerce proposed policies on revitalizing old brands in 2006,2008 and 2017.However,if old brands want to have a foothold in the contemporary market,in addition to policy support,they must also keep up with the changes of the times and transform their inherited traditional culture into a style familiar to the current market consumption.And this conversion of style,from the design point of view,is a conversion of visual expression from traditional to modern.There are various modes of such conversion,one of which is to use the directness of visual expression to transform the traditional culture into the popular style of the current market,so that the old brand can shed the word "old" and gain the recognition of young consumers,and finally achieve the "rejuvenation" of the brand by visual.The final visual "rejuvenation" to achieve the sustainable development of the brand.This is how the design was developed.The old Ningbo brand "Zhao Dayou",which is the focus of this design,has a history of one hundred and sixty years.In order to save the old brand "Zhao Dayou",Chen Hongyun and his wife hired a professional team to develop an industrialized business strategy around technological and functional innovation,but they ignored the relevance of changing times and market style-as young people become the main force of consumption in the market,the brand image of the old brand should first be visually adapted to the times.As young people become the main force of market consumption,the brand image design of old brands should first visually adapt to the development of the times.The "national trend" and "nostalgic wind" are the new styles chosen by some domestic old brands to face the new market main force.This design takes "national trend" style as the core,and takes the visual image design of Ningbo old brand "Zhao Dayou" as the practice carrier,and provides a new development idea for the old brand with the style that adapts to the new market consumption main force.This paper is divided into five chapters,among which,Chapter 1 describes the background and significance of this design study,and explains the research purpose,content and method of this design;Chapter 2 outlines the development of the "Guochao" style,the resume of Guochao culture and the characteristics of the "Guochao" style Chapter 3 outlines the development history and field research of the old brand "Zhao Dayou" in Ningbo,and analyzes the development status and problems of the brand "Zhao Dayou".The fourth chapter is the focus of this design,that is,based on the "national trend" style characteristics in the first two chapters and the field research,a complete set of image design is developed for the old "Zhao Dayou" brand to adapt to the conversion of the market style with the modernization of visual expression;the fifth chapter summarizes the research results of this design,with the purpose of this study on the "Zhao Dayou" brand.Chapter 5 summarizes the research results of this design,and provides a set of feasible ideas brought by visual expression for the "rejuvenation" and sustainable development of the old brand name "Zhao Dayou" with this redesign practice of the brand image of "Zhao Dayou". |
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