The Research And Application Of Multi Form Logo In The Brand Image Construction Of East West Lake Greenway

The East-West Lake greenway is an ecological scenic spot based on the local geography,humanity,history,human feelings and the environment of the times.Therefore,in the construction of the visual image of the East-West Lake greenway,we need to consider how to make the cultural connotation of the greenway spread through the construction of the brand image,and finally create a series of identification systems that conform to the local characteristics and are recognized by the local citizens.Under the background of the new media era,multi form signs can fully combine the practical needs of modern media and greenway environment application,and fully reflect the landscape,humanity,geography and concept of the East and West Lake greenway with rich and colorful effects through body changes and color changes,so as to carry out comprehensive brand image publicity of the East and West Lake greenway.In addition,the flexibility and diversity of multi-modal signs are consistent with the rich and diverse cultures of the East-West Lake greenway itself,so as to give full play to the characteristics of the East-West Lake greenway.Therefore,the brand image of the East-West Lake greenway adopts the form of multi-modal signs.The main signs are used to connect and construct the comprehensive pattern of the brand image of the whole East-West Lake greenway,and then four multi-modal signs are derived from the main signs as the connection points of all aspects of the image of the greenway to meet the needs of different people,different environments and occasions.This paper discusses the concept of multi-modal logo,based on the actual case of the East-West Lake greenway,focusing on the positioning of the brand image construction of the East-West Lake greenway and the application and communication of multi-modal logo in the brand image of the East-West Lake greenway.There are six chapters in this paper: the first chapter: introduction,the second chapter: the concept of multimodal logo,the third chapter: the value of multimodal logo in the construction of brand image.The fourth chapter: the positioning of brand image construction of East-West Lake greenway.The fifth chapter: the multi-form logo design scheme in the brand image of East-West Lake greenway,the sixth chapter: the multi-form logo communication application scheme in the brand image of East-West Lake greenway.Through the introduction of multi-form signs and their value,as well as the introduction of the positioning of the East-West Lake greenway,the paper finally shows the construction and application design of multi-form signs in the East-West Lake greenway...