Study On Design Process Of Extraction And Performance Of Cultural Elements In Brand Design

This paper is based on the historical background that China has built up quickly theunderstanding of significance of brand building, and the advent of experience economyfocusing on the emotional impact of the perception of a brand, probes deeply into theinfluence of corporate culture’s extraction and expression on core brand connotation.Meanwhile, based on related theories on brand research, leading design agencies’ richexperience and real market cases, this paper summarizes the techniques of extraction andexpression of corporate culture in brand design and the corresponding design flow, andtake xx company’s brand upgrading project as a practical application to verify the validityand effectiveness of the designing techniques and the whole process of flow coaching,design and production. Accordingly, this paper aims to assist brand design professionals toeffectively extract core memory points of a brand, efficiently accomplish brand designprojects, and give full expression to the characteristics of corporate culture and brandconnotation.The paper is divided into five chapters:The first chapter gives a summary of the current state of brand development based onexisting theories and observations;The second chapter states that the extraction and expression of a corporation’s core culturehave positive effects on brand design by giving a comparative study of brand design cases,and through a detailed analysis of leading brand design agencies’ experience of specifictechniques;The third chapter concludes the content of the above two chapters, presents a set of branddesign methods based on culture extraction and expression and a design flow, and furtherdiscusses the methods and the flow;The fourth chapter completes the design flow of the extraction and expression thecorporation’s core culture in actual brand design process, and verifies the validity andeffectiveness of the above stated design flow; In the end, by presenting the practice in actual projects which deepens the understandingof the significance of corporate culture extraction and expression, this paper provides anoutlook that in future research process, the flow method proposed by this paper should befurther applied and verified in order to make it more scientific and perfected.