地域文化视阈下的天津城市品牌形象塑造  

Brand Image-building of Tianjin City from the Perspective of Regional Culture

作　　者：张爱鹏[1] ZHANG Ai-peng(Tianjin Vocational Institute,Tianjin 300410,China)

机构地区：[1]天津职业大学,天津300410

出　　处：《包装工程》2020年第10期294-299,共6页Packaging Engineering

基　　金：天津职业大学科学基金研究项目(20152101)。

摘　　要：目的探析和发掘天津地域文化特色资源,通过分析、比较,将其运用在品牌视觉形象塑造的实践中。方法通过分析天津城市品牌视觉形象的现状,选择典型的天津建筑、民俗等地域文化进行分析,运用归纳提取、元素重组、图文结合等创意设计方法,有效地构建出"水韵天津"城市品牌标志符号、城市建筑文化和方言文化的视觉符号及其延展应用形象,形成协调共生、个性鲜明的视觉效果,为当代城市文化品牌形象的传播与建设提供指导和借鉴作用。结论本文通过对天津地域文化元素合理有效的运用,建立符合大众审美的品牌符号,为城市品牌注入新的视觉体验,旨在不断继承和传播天津城市文化,进而提升天津城市品牌的影响力和创意经济的发展,增强城市文化软实力和影响力。The work aims to analyze and explore the featured resources of Tianjin’s regional culture and apply these resources in the practices of building brand’s visual image by analyzing and comparing them. Typical Tianjin architecture, folk custom and other regional cultures were selected for analysis on the basis of analyzing the present situation of visual image of Tianjin city brand. "Shuiyun Tianjin" city brand logo, the visual symbols of urban architectural culture and dialect culture and their images for extended application were effectively constructed by means of creative design methods such as induction and extraction, element reorganization and combination of pictures and texts. The visual effect featuring coordinated symbiosis and distinctive personality was formed to provide guidance and reference for the dissemination and construction of contemporary urban cultural brand image. Through the rational and effective use of Tianjin’s regional cultural elements, the brand symbols that conform to the public aesthetics are established to inject new visual experience into the city brand, aiming at continually inheriting and disseminating Tianjin’s urban culture, thereby enhancing the influence of Tianjin’s urban brand and the development of creative economy, and upgrading the soft power and influence of urban culture.

关 键 词：地域文化 城市品牌 视觉形象 

分 类 号：J511[艺术—艺术设计]