长沙餐饮老字号企业视觉形象研究  

Research of the Visual Images of Changsha's Time-honoured Catering Brands

作　　者：谢苏立[1] 粟琰 

机构地区：[1]湘南学院经济与管理学院,湖南郴州423000

出　　处：《湘南学院学报》2014年第4期37-40,共4页Journal of Xiangnan University

摘　　要：老字号在我国有着悠久的历史,是传统文化的一块瑰宝。长沙餐饮老字号无论是中式传统还是现代中式,都延续了传统文化,呈现出餐饮老字号的历史感。但也存在标识设计缺少特色、标准色与视觉形象不符、木质结构过于单调、视觉形象趋于雷同等问题。要提升长沙餐饮老字号视觉形象,可以通过突出标识独特性、恰当运用标准色、改革木质材料、创新装饰与陈设品等方式,打造出既契合现代生活,又有历史文化感、地域特征和老字号本身特色的视觉形象,拒绝去做"二等仿品"。With a very long history,time- honoured national brands are treasures in traditional Chinese culture.In Changsha' s time- honoured catering brands,no matter traditional or modern,traditional culture has been continued and the sense of history has been expressed.Wheras,there still exist problems as lack of characteristics in logo design,disagreement of standard colours and visual images,too simple wooden structures and similarities of visual images.All these problems may be solved by the highlighting of the specialty of trade marks,proper use of standard colours,reform of wooden materials and creation of decorations and furnishings.

关 键 词：餐饮老字号 视觉形象 长沙 

分 类 号：F592[经济管理—旅游管理]