基于品牌定位思维下的商业标志设计  

On Trade Logo Design in the Light of Brand Positioning

作　　者：闻佳[1] 

机构地区：[1]安徽大学江淮学院,合肥230031

出　　处：《合肥工业大学学报（社会科学版）》2013年第2期86-90,共5页Journal of Hefei University of Technology(Social Sciences)

基　　金：安徽省教育厅人文社会科学项目(SK2013B049)

摘　　要：针对商业标志的创意路径进行思考,提出基于品牌定位思维下的商业标志设计对策:在商业标志设计过程中,设计师应站在市场战略的高度,把握"品牌定位理论"与"艺术性表达"的互动关系。并以安徽"老乡鸡"快餐的品牌标志设计案例证明该对策的有效性。With a reflection on ways to creativity in trade logos,this paper proposes some strategies for trade logo design in the light of brand positioning.It is held that designers,taking advantage of marketing strategies,are expected to be sufficiently aware of the interactive relationship between the brand positioning theory and the aesthetic presentation during the trade logo design.Effectiveness of this proposition is demonstrated through a case study on the logo design of a fast food restaurant in Anhui Province.

关 键 词：商业标志设计 创意表现 品牌定位 品牌营销 

分 类 号：J525.9[艺术—艺术设计]