符号学视野中可持续设计融入品牌识别的启示——以Stella McCartney为例  

Inspiration of Integrating Sustainable Design into Brand Identity from the Perspective of Semiotics:Take Stella McCartney as an Example

作　　者：徐兵 XU Bing(Jiangsu Yalu Brand Operation CO.,Ltd.,Wuxi 214000,China)

机构地区：[1]江苏雅鹿品牌运营股份有限公司职业装事业部,江苏无锡214000

出　　处：《西部皮革》2021年第17期23-25,共3页West Leather

摘　　要：时尚行业在获得巨大经济利益的同时,也引发了全球生态危机,越来越多的服装企业开始向可持续发展战略方向迈进,可持续因子对品牌的助力效果愈发明显。基于此背景,文章以Stella McCartney2021系列为案例分析的主体,以产品符号学作为工具,用符号学的视角剖析了其品牌实现绿色可持续服装设计的方法。接着将品牌识别六棱柱模型作为理论基础,试着分析品牌识别体系构建中可持续设计符号的意义。提出将可持续符号融入品牌体格与性格、注重可持续设计符号的情感化塑造和意向表达三个方面建议,进一步促进时尚品牌的可持续升级转型。While the fashion industry has obtained huge economic benefits,it has also triggered a global ecological crisis.More and more garment enterprises begin to move towards the strategic direction of sustainable development,and the effect of sustainable factors on brands is becoming more and more obvious.Based on this background,this paper takes Stella McCartney 2021 series as the main body of case analysis,takes product semiotics as a tool,and analyzes the method of realizing green and sustainable fashion design from the perspective of semiotics.Then,taking the six prism model of brand identification as the theoretical basis,this paper tries to analyze the significance of sustainable design symbols in the construction of brand identification system.Put forward three suggestions:integrating sustainable symbols into brand physique and character,paying attention to the emotional shaping and intention expression of sustainable design symbols,so as to further promote the sustainable upgrading and transformation of fashion brands.

关 键 词：可持续设计 符号学 品牌识别 品牌形象 

分 类 号：J524[艺术—艺术设计]