Clothing Brand Identity Research

Starting from designing clothes brand mark, the paper examines the causal relation between brand ofclothes and design of the brand mark. The issues covered in the analysis also include: the economic and artisticvalue and the reputation of the brand mark; the accuracy, individual creativity and artistry of clothes design inunderstanding the artistic creation of the brand mark; the influence of cultural elements of the design of brandmark in different purchasing regions, groups of people, psychological responses, age and gender; patterns,characters and expression of the combinations of patterns and characters as well as the use of different colorsin the design. Analysis and reflections are made on the status quo of the designed brand mark. Based on thisstudy, it may be concluded that designing of brand marks should rely on past successful experiences on onehand, and should maximize and explore existing design elements from such unique features as exemplified bythe Chinese history, culture, ethnic and regional characteristics on the other hand. In addition, the design ofbrand marks should make a breakthrough in the connotation, uniqueness and creativity resulting to a betterdesign role played in portraying the image of the brand clothes.