Research On The Design Of Apparel Brand Visual Identity System Under Internet Environment

With the Internet permeating all aspects of people's lives,people's behavior and lifestyle have quietly changed without interest.At the same time,it also brings opportunities and challenges to the development of apparel brands.The arrival of the Internet has completely changed the way of information transmission,changed the sales mode of apparel brands,and created a brand context of multi-media Channel communication,making the original visual identity system of apparel brands unable to adapt to the new network environment.Apparel brand visual identity system is to convert the non-visual part of apparel brand into visual graphic language that can be directly transmitted.It is an important visual expression of apparel brand and possess plays an important strategic role in the process of brand image building.Therefore,based on the background of the Internet era,the author puts forward a research topic on the design of apparel brand visual identity system under the Internet environment,hoping to solve the problems arising from the combination of apparel brand visual identity system and network environment,so that apparel brands can stand out in the market.This paper summarizes the influence of Internet environment on apparel brand visual identity system through the in-depth research on apparel brand related overview,domestic and foreign research status,Internet consumer behavior analysis and other aspects,combined with literature research,market research,case analysis,induction and deduction and other research methods,and obtains the corresponding visualidentity design features from it,indicating the direction of design research.This paper focuses on the design and research of the visual identity system of apparel brands,and puts forward effective measures to improve the visual identity system of apparel brands from three aspects:apparel brand positioning,design method of visual identity system and brand communication.Under the background of the Internet era,it is necessary to clarify the foothold of apparel brands in the market from consumer positioning,brand core values,brand culture and personality,brand stories and key search terms,so as to make them targeted.The brand's visual identity system should be improved from the aspects of apparel brand's logo development preference,the combination tendency of network safety color and brand color,the formulation of standard font for screen display,the local application of auxiliary graphics,and the visual design of brand information.The traditional visual image with brand logo as the core should be transferred to the concept of overall design.The subjective initiative of each basic element should be brought into play,and the visual complex should be formed by combining the color matching,auxiliary graphics and information graphics with story attributes to form differentiation in the network information environment and attract consumers quickly.To expand the application channels of media in brand communication,combine the influence and force of self-media operation number,and adopt effective design principles to improve communication efficiency.Through the practical design project as a specific reference for system design research,the theory will be implemented to provide basis and persuasion for the writing of the paper.To sum up,the visual image of apparel brand is a long-term and developing process.We need a flexible way of thinking to deal with apparel brands in the Internet environment.We should look at the promotion process of apparel brand image with the design method of "change and cure without change".Through continuous adjustment and improvement,we should form a apparel brand visual identity system that adapts to the multi-media environment.Finally,the author also hopes to provide theoretical and practical guidance for designers based on visual design.