The Brand Visual Identity Design Under The Background Of The Experience Economy

Brand visual identity systematic design is a whole set of integrated concepts of visual norms developed under the brand ideological systematic guidelines and constraints. It is holding an important position in the strategy of corporative branding, and also is carrying a responsibility of building a long-term communication between the brand and the customers, by delivering the brand ideology and personality to them. Brand visual identity design is not static; in different economic forms it shows different characteristics.The experience economy is a economy pattern that emerges after the agricultural economy, industrial economy, and service economy. Social-economical development, production and technological progression, market competition, media-diversification, advertising informational explosion, the improving of living standards and, as well as the increasing of leisure time, has provided the opportunity for the emergence of the experience economy. The experience economy's consumer behavior is very different from the past Economies: the demand of expressional consumption increased, personality significant, as well as the desire of taking the initiative into the participation. Facing all these changes, brand visual identity design will naturally take up its responsibility, regarding with how to effectively deliver their own brand of philosophy and personality to the consumers, and how to obtain much more reliable feedbacks from them.This thesis surveys the theories related to the experience economy, experiential marketing, and brand visual identity design theory, based on which, it performs success stories analysis and other study. The result shows possible modifications of brand visual identity design under the background of the experience economy.