Traditional Chinese Graphics And Visual Brand Image Design Studies

With the deepening of chinese reform and opening up and China's accession to the World Trade Organization, brand strategy play an increasingly important role in the field of contemporary political, economic, and culture. Brand strategy is a competitive strategy which the core is to build brand image system, traditional graphics plays an important role in the modern brand image design. Traditional graphics is not only the visual expression of which a unique world view, values, ethics and aesthetics standards that formed by people of all nationalities during the long historical process of China, but also is the highly recognization to the feelings of the Chinese nation, ethical, cultural traditions, social system, customs, way of thinking. Brand image design of both the external form and internal meaning, are showing progress of Chinese historical course and cultural traditions.The first purpose of this paper is attempts to study the impact of technology, culture, media on traditional graphics, found subtle changes at the concept, form, communication levels when the traditional graphics used in the contemporary brand image design, and discuss internal causes and historical inevitability of traditional graphics. Secondly, to summarize the recognition rules of brand image design, and to organize an effective improving awareness strategy to brand image.Thirdly, from the concept, form, mode of transmission, signs and other aspects of relations, discusses the changes and developments in the process of traditional graphics used in the brand image design, and discover the digital, systematic, diversified trend of brand image design in the information era.This paper is divided into four chapters to elaborate on the research of traditional graphics and brand image design. The first chapter, an overview on traditional graphics and brand image design, of the major content is to introduce the two concepts briefly,which are chinese traditional graphics and brand image design, which focusing on how to build brand image strategies in the context of economic development, the premise of integration of the traditional graphics with brand image design, as well as cultural identity and strategies to integration of the traditional graphics with brand image design. Chapter II, the traditional culture and brand image, focusing on two aspects that are the relationship of traditional culture and brand image design, as well as in the characterization and reflection of traditional cultural thinking applying to brand image design. Chapter III, analysis traditional graphics and brand image design with semiotic method, this chapter make a brief introduction on the the history and development of semiotics, innovation is to introduce semiotic theory which is a full-blown theory applying to the field of product design to the study of traditional graphics and brand image design. Chapter IV, the methods of traditional graphics applying to the brand image design, mainly expounds the roles of traditional visual thinking to brand image design. The innovation of this chapter is analysis on three Concepts which are "copy", "Zhuang Shan" and "innovative", as well as a detailed explanation on several latest foreign brand image design projects which applying chinese traditional graphics to, which research and practical experience abroad as reference and inspiration to chinese designers who applying the chinese traditional graphics to brand image innovation design.