Disciussion Of Modern Urban Brand Image Design In The Perspective Of Visual Symbols

This paper makes an in-depth research to the problems relating to urban brand imagedesign with visual symbols as the samples, and expounds and proves the role of visualsymbols in promoting and enhancing urban brand image design in terms of visual symbols incities and their systematic classification, characteristics, significance and fashion trend ofthem.As the urbanization trend is sweeping across the globe, the traditional urban designconcepts, views of life, and values are confronting with severe challenges. The emergence ofsymbols has changed urban residents’ aesthetic standards and attitudes of living. People haveproposed stricter requirements for urban brand image design. This paper talks about the urbanbackground and urban culture, and systematic analysis and urban brand vision of urban visualsymbols on the basis of CIS image strategies, and probes into the influence that theapplication of visual symbols have exerted on urban brands and the significance of brandimage in the context of Chinese and western cultures, and proposes the variation trend ofvisual symbols.Urban symbols, for example, history and culture, ecological environment, andlocal customs and practices, are designed as and transformed into visual symbols throughcarful identification and screening, and concentrate into urban landscape visually, thus furtherenriching the means of intuitive visual communications of urban image. By the inter-actionbetween urban cultural ethos and brand concepts, the visual symbols covering all over the citymay serve as a new brand momentum to boost urban development. The use of visual symbolsmay endow unknown cities with new definition and cognition from people, and promote theirdevelopment. Moreover, the personality and quality of cities will be enhanced via thepromotion of visual symbols. For example, people will usually associate the reputation of“City of Romance” at the mention of Dalian.A variety of problems need to be solved in the design and construction of urban brand.Visual symbols are a research direction and an entry point of thinking on building urbanbrand image. This paper, which probes into visual symbols based on modern urban brandimage design on the basis of research result of CIS image strategies and in the perspectives ofthe design art and theories of visual communication science, providing theoretical bases forthe promotion and practical application of urban brand image. The ultimate goal of urbanvisual symbols is to express and enhance urban brand image, and endow modern cities with amore distinct personality. It is believed that cities will exude endless charm under theguidance of visual symbols.