Research On The Expression Of Theme-building In Enterprise Culture And Brand Characteristics

With the integrated development of economy and culture,all kinds of large and medium-scale enterprises are also changing their operation mode,and gradually pay attention to making the corporate culture and brand characteristics in order to shape the corporate image and the brand identity and enhance market competitiveness.In this trend,the architects are also thinking about how to combine corporate culture and brand identity with architectural forms in architectural design,and make concrete buildings an abstract cultural and characteristic material carrier.Based on the theoretical analysis of corporate culture and brand characteristics,this paper takes the demands of enterprises and brands as the starting point for the formation of personalized culture,and expounds the expression of corporate culture and brand characteristics in architectural design,and makes a systematic generalization and summary.Corporate culture is visible,expressing corporate culture through the architectural design needs architects transform the existing cultural materials for certain purposes to get the theme of creative elements,and then achieve the external shape,internal space and epidermis texture in harmony with the characteristics of corporate culture;brand characteristics are abstract,expressing brand characteristics through the architectural design needs architects selectively extract the existing characteristics material to get the theme of creative elements,and then achieve a common form of architecture in harmony with the brand concept,fashion temperament and product characteristics.In the two processes,the formation of the understanding and mastery of the expression is important,but the architects must also attach great importance to the speculative process to get a theme in the transformation and extraction of corporate culture and brand characteristics through divergent thinking.The paper is the result of analyzing a great many expression methods of excellent cases.It analyzes good cultural expression methods in certain cases and figures out the similarities and regularities.On this base,it finds the expression methods which can be used for reference.I hope it can be a reference to the design practice and theoretical research in the related fields in the future.