Research On The Polymorphism Of Brand Logo In The Internet Era

With the development of new media technology,human beings have stepped into the Internet era,and the characteristics of the Internet have placed new demands on brand visual image.As the core of brand visual image,logo carries culture ideas and development of the enterprise.Traditional logos have been unable to meet the needs of enterprises in the Internet era.On the one hand,the good situation of market economy has intensified the competition among brands;on the other hand,the enterprise brand image needs to be innovated with the changes of times in order to better adapt to the requirements of the new era,and the integration of various factors makes brand logo shows a polymorphism trend.This research reveals the era background,social consciousness and the aesthetic orientation of polymorphism of brand logo,and combines Gestalt psychology and form theory to deeply explore and analyze this phenomenon,and summarizes the design strategy of polymorphous logos,forming the comprehensive and profound understanding to polymorphism of logo.Firstly,based on the polymorphism of brand logo,the theoretical support of the emergence and development of logo polymorphism is expounded from the three aspects of the principle of Gestalt psychology,form theory and shape theory.By horizontally comparing traditional static logo with dynamic logo,a more profound and comprehensive understanding to polymorphous logo is formed.Secondly,the external environment and internal motivation generated by the polymorphism of logo are sorted out in terms of era characteristics,technological development and market changes,and the understanding of polymorphous logo is enhanced in the theoretical research level.After analyzing a lot of important cases,the design principles and design types of polymorphous logo are summarized by combining with theoretical study,and the suitable main body of polymorphous logo and its advantages and limitations are expounded.Finally,on the basis of theoretical research and case analysis,the design strategies and four design methods of polymorphism of brand logo in the Internet era are summarized,that is,unity of elements and combination of polymorphism;unity of framework and content polymorphism;unity of part and background polymorphism;unity of form and part polymorphism.Then verify the feasibility of methods by the design practice so as to assist the sound development of brand image in the new era.The research on the theory and design strategy of polymorphism of brand logo in the Internet era stimulates the image recognition potential of logo design in the new era,enriches the representations of logo design,expands the development space of logo design,and improves the public's understanding to polymorphous logo,thus providing theoretical and practical guidance for the innovation of brand image design and contributing to the logo design.