Research And Practice Of Corporate Brand Image Design Based On Design Semiotics

With the development of economic globalization and openness of market,the competition of foreign brands has extended from simple product competition to brand competition and the brand has become an important factor to boost consumption,and the brand has become an important factor to boost consumption.Thus,the research and survey of development status and enterprise brand image,and how to solve the change of brand image thought and perfect the existing design method,to provide the new starting point for brand image design,under the trend of conversion of brand image design from enterprise oriented to customer oriented so as to offer new view to brand image design is a subject that deserves in-depth discussion.Because of design semiotics theory can promote the communication semanteme of cross-cultural level,which can help to solve the problems of the enterprise brand image in transformable design.That is helpful to innovate the analysis and understanding of brand image design from semanteme and process,and it improves the brand image design principle and the method has a certain guiding role and application value.This article researched on the brand visual sign and discussed about the relationship between brand and brand image as well as symbol recognition and consumer culture based on semiotics principle and analyzing domestic and overseas brand image cases.The major research contents of this article mainly include the following aspects: Analyze the symbolic relationship between the elements of brand image and build a symbolic rhetoric method principle.The application of brand image design to explore the communicate with the audience of brand symbol meaning between the parse symbols to provide a new perspective for brand image design.The semiotics of brand image analyzes the influence of brand symbol consumption and the symbol of brand creation,makes brand from the material consumption to rise to mental consumption.Emphasizes the role of context in symbols,as for the social and cultural background,the significance of the sign to brand image design fully consider the audience of different cultural needs to transfer the right brand symbolic significance and cultural value.This article mainly solved the following issues:The semiotics applied to brand image design,building semiotics design model used to select accurate brand image symbol and use symbols to make it pass the exact brand symbolism.Proposed four principles of brandimage design based on the research of design semiotics:full of visual aesthetic feeling,embody brand spirit,easy for remembering and identifying,convenient for brand communication.The establishment of design methods such as symbol semantic analysis,contextual analysis and image imagination endowed the design of brand image with pertinence,and enabled it to express more about the emotion that the brand tends to deliver to customers and obtain customers' identification.Building evaluation system base on semiotics to analyze the accuracy of rhetoric methods and the perception and deviation of brand image symbols.Finally feasibility design method based on brand image by semiotics will be verified through cafe brand image design.