Research On The Identity System Of Urban Brand

The article had a deep analysis of formations and identity system of urban brandfrom the design perspective, based on a comprehensive analysis of theory and practice.Urban brand evolved from the city’s image, drawing corporate brand model, graduallyformed the city’s brand. Currently the research on urban brand is more mature, and thestudy from the perspective is also sporadic. But most of them confined to constitute apattern applied corporate identity system, or to explore parts of the one-sided form,lacking of systematic research.By comparing the brands of Shanghai, New York and Seoul, this researchsummarized the formations contained the visual and awareness levels with certaindegree of cross-resistance, concrete containning the four identities of natural forms,cultural patterns, economic patterns and identify the bodies of four forms of marketing.The four identities were identifiable, including a variety of identification forms.theseforms of mutual recognition integration, derivative, with cross-resistance, alternating,characteristics of the times, development, scalability, diversity, etc.. These featuresconstituted the overall morphology of urban brand system.To prove the identity system of urban brand, this article took Hangzhou as anexample, evidenced for the accuracy of the system. Comprehensive theoretical andpractical research predicted that urban brand identity system was not limited to thefield of management areas. It could form a visual field of management and designcross-disciplinar, with a large research space and development prospects.