Harmony In Difference

Recently, the problem is "the globe of brand design" in china has become more andmore popular. This article believes that "harmony in difference" is the best methods andprinciples that is solve the problem about brand design. The success of Coca cola’sbrand design is the best proof.Firstly, The part explain the concept of the "harmony in difference". According toexplore the spiritual connotation,"harmony in difference" is proved that it can use inthe brand design search the junction between the brand design and "harmony indifference" from the field of philosophy,sociology and aesthetics and so on. The secondpart is to analyses the development of Coca-Cola company and brand design from twodifferent views--"harmony" and "not sameness". This part rearches the brand designfrom the brand culture, brand concept, brand personality, brand affect and so on incoca-cola’s brand design. Then, the next analyses the brand design of coca-cola itconsists brand visual design, brand packaging design and brading desing form the viewof harmony in difference. The last part is that the "two basic principles" and "threepractices methord" is put forward in order to solve the problem about brand design. Atthe end, this article believes that the brand design of china will have a brighter future.The article puts forward the concept of "harmony in difference" from the theoryangle. According to the successful case of coca-cola brand design, the theory of branddesign--"harmony in difference" can use in brand design."harmony in difference" willbecome the whole system and solve the problem in china, enhance our brand value.