The Research On Visual Identity Of Commercial District Based On The City Brand Image Construction

An important aspect of the City Brand Image Construction, the visual identity of commercial district research has positive significance. Under the influence of the global economy, culture, current commercial district of visual identity, on the one hand due to the lack of rational planning that in the chaotic state of disorder; on the other hand due to the passage of geographical features, the commercial district to " Stereotyped", showing the design and urban culture tendency unrelated. In the commercial district planning practice, also exit how to locate the image of the commercial district in reason,, how to build visual identity of the commercial district, how to deal with the contact and difficulty between the visual identity of commercial district and the City Brand. The visual identity of commercial district is not only an extension and application in block space of City Brand, but also a way to propagate the City Brand.In this essay, corporate identity, urban planning and ergonomics as the theoretical basis, it defines the concept and constituents of the City Brand and the visual identity of commercial district, and analysis their relationship. For the current lack of personality, lack of functionality, a single system level, the lack of unified management planning and other issues to analyze, this essay propose including the design strategies of local personality, meet the functional requirements and systematic management, and it combines the visual identity design practice cases of Hengdian Kangzhuang Street to be specific instructions.It is an innovative and challenging to commercial district planning based on the perspective of City Brand to investigate the visual identity of commercial district. This essay gives some feasible design strategies to create a balanced and beautiful visual image of the commercial district based on the current development of China’s commercial district.