Research On The Design Of The Exterior Modeling Language Of Hongqi Brand

With the rapid development of China’s auto industry,the share of independent brands in the domestic market continues to increase,but independent brands have also fallen into cheap competition.Looking back at the rise of domestic independent brands,the development process starts from the low end,and then gradually moves from the low end to the mid-to-high-end products.Although the sales volume continues to rise,this development method is difficult to get rid of for a long time.Low-end brand image,independent brands have to think about the development path of high-end.The game of today’s economy has been upgraded to a brand battle.A high-end brand image can lead the development of the brand and increase the brand premium,thereby becoming invincible in the market competition.Design is undoubtedly an effective means of creating high-end brands and increasing the added value of brands.This article starts from the concept,personality and emotion of the brand.First of all,relevant research is conducted on the concept of the brand and the composition of the brand system.At the same time,the importance of brand personality and emotion for brand building is analyzed.Brand personality is a strategic tool for communication between brands and consumers.Then it analyzes the significance of the brand,that is,spreads the brand culture to realize the brand value,and discusses the advantages of the brand styling gene and family design strategy and the significance of the brand gene for car styling and brand building.Then it discusses the image of Hongqi Automobile,which symbolizes the nationality and country,the special nationality and national attributes of its brand personality,brand culture,and brand value.It also makes a horizontal comparison of the design of Hongqi brand and Rolls-Royce brand,and analyzes its design.The root of the national culture behind.This article summarizes the development history and strategic planning of the Hongqi brand from its birth to the present,summarizes the three stages of the development and evolution of the Hongqi brand’s modeling design language,that is,the groping phase of the modeling language,the chaotic stage and the mature stage of development,and deeply analyzes the impact of the Hongqi brand The environment,technical background,traditional culture and other reasons for the development of design language.After discussing the design culture of the Hongqi brand in detail,the design philosophy of "the unity of man and nature,the rhythm of the universe" is extracted from the Hongqi brand,and its significance for brand building is pointed out.The design practice topic stems from the author’s concept design project during the internship of China’s FAW Hongqi brand: designing a 2030 Hongqi brand S series coupe based on the Hongqi brand genes and design concepts,and exploring the future design language of the Hongqi brand To create a unique brand personality and brand image.The design practice part of the thesis revolves around the design concept and brand genes of the Hongqi brand,re-plans the design language of the Hongqi brand,and follows the standard styling design and development process of the car company.The design practice part includes preliminary design investigation,concept determination,multi-round design scheme exploration,digital model making,small scale sludge model making,etc.This design plan provides a certain reference for the future coupe-type design of the Hongqi brand S series and is conducive to establishing a new brand personality and brand image and realizing the brand vision.