Post-modernism Character And Design Language In Contemporary Brand Image Design

The fifth Corporation Image of KFC just simply add an apron to Captain Scarlet; Kodak changed its logo to save the digital product market from the impact of Japanese and Korean products; Intel spend 2.5 billion on changing the logo in order to enter the personal consumer market. More and more companies are changing their corporate images with high cost, to rebuild their images. Brand image as a visual totem of a company, no doubt it is a feeler, a barometer, and a vane of the social culture, economy, Zeitgeist. We can smell the incoming of the new era for brand image design. This phenomenon is not a question of superficial fashion or style, it has deep insight relationships with the changing of social background, economy, science, media, culture, thoughts trend of the entire society.What is the inside relationship between the turnaround of brand image design and revolution of the post-modern society? Why these changes come out? What is the character of contemporary brand image design? What are the changes of design languages? These questions are facing us. We have entered a new era (post-modern society), there have been propounded changes on the social culture, old languages and theories have no more effects on the analysis, research of contemporary brand image, so people are seeking for new theory tools and languages. From the high theory point to build up the whole infrastructure, study of each special case, these have become new requirements for brand image design theories and practices, and will become the theoretic base of designers and entrepreneurs.This paper is to study the influence of the changing of the industrial society to brand image strategy, analysis consumer society symbolic value theory and the relationship with brand image, the relationship between post-modern visual culture and corporate image, the process of changing brand strategy, and the influences of new media and internet to brand image design. The development of corporate image design has been reviewed in a historical view in this paper; the process of branding strategy has been discussed, the relationship between modernism design art and post-modernism design art has been analyzed; the post-modern character of contemporary brand image design and design methods, languages have been concluded and demonstrated. The analysis of the insight relationship between contemporary image design and contemporary social culture, science, media, economy, and thoughts has been a core of this paper.