The Analysis On Redesign Of Visual Identity System Under The Brand Strategy

This is the era of symbolization and brand. Market position is decided by brand influence. Symbols are everywhere: celebrity face, advertising slogan, product brand, user interface has also turned into symbolization. The era of integration design of brand image has come, the brand image is not just a simple logo, but gradually upgrade to a comprehensive visual system, which including aesthetics, sociology, consumer psychology, marketing, etc.Brand image is the most important thing to brand spreading. It is the main foundation for the spread of the brand as expected. With the improvement of China’s consumption level, it is obvious that consumers tend to buy particular merchandises. Fulfilling psychological requirements becomes critical beyond material needs. Therefore, in the age of ’consumer is god’, brand visual symbols, the most important brand elements, have to update themselves constantly, which set off the boom of brand visual identity system redesigning. To achieve purpose of brand identity and brand uniqueness, brand image needs to create corresponding visual symbols and unique visual language to convey enterprise’s brand positioning and brand core values, that is to say, redesigning brand visual identity system, not only has to meet the personalized needs of consumers, but also has to consider the brand strategy.From the perspective of brand strategy, this paper explored the logical rules of marketing and economics while redesigning the visual identity system. Based on extensive material collections and case studies, further explored the reason of redesigning the visual identity system, analyzed the issues of corporate philosophy strengthening, brand’s core values enhancing, brand innovation supporting and other issues in the process of redesigning brand identity system. Drawing on the "changed" and "unchanged" visual symbols of some successful brand, and Chinese brand’s difficulties and misunderstandings while redesigning the brand image. Then, the strategies and methods of redesigning brand’s visual system and the formula of brand image asset positioning were given, which provides the scientific data supporting for brand visual identity. In the end, based on the above study, author personally redesigned the visual identity system of Xi’an Nova Star Tech Co., LTD., which tested the result of the study in practice.