The Research Of Visual Identity In China’s Time-honored

With vast and deep cultural background, traditional famous brands of China enjoya long history. They have inherited the essence of the nation’s traditional culture,workmanship and quality service, and have been considered as “living fossils”.However, with the rapid development of the modern economy, the impact andcompetition from both newly-developed famous domestic brands and newly-introducedfamous overseas brands, has made it difficult for traditional famous brands of China toearn a sound survival and development with its timeworn management style, outdatedimages and so on, even with the support and protection by the government and society.The time is changing. People’s consumption concept and styles have changedalso, with their living conditions improved. As a result, the development of traditionalfamous brands must keep adjusting its management strategy and sales methods inaccordance with modern consumption concept so as to revive its core commercial valueand cultural value. This article is to make a comparison between visual images oftraditional and newly-developed brands so as to provide some ideas for famoustraditional brands to adjust and enrich their design concept and consequently help toimprove their images, and this is believed to be of certain help to reclaim its marketwhich has been shrinking. The research in visual factors of traditional brands willbenefit both inheriting of our traditional culture and modern development of traditionalbrand visual images, which will be of great help to revive the vigor of traditionalfamous brands, by drawing attention of a new generation of consumers.In the article, based on present visual images of traditional brands, we are going tomake a detailed analysis and evaluation, and consequently propose related designmethods to help obtain a breakthrough in visual image creation. By collecting relateddocuments, site visits to traditional famous brands of China, and making comparisonbetween traditional brands images home and abroad, highlighting inefficiency oftraditional brand images, and discussing creation strategies for image promotion, we arehoping information in this article can be of meaningful reference.