视觉驱动下的品牌形象设计:动力及形式  

Brand Image Design Driven by Vision:Dynamics and Forms

作　　者：方敏[1] 吴秀珍 

机构地区：[1]苏州大学艺术学院

出　　处：《创意与设计》2021年第5期13-19,共7页Creation and Design

基　　金：国家社科基金重大项目(21ZD27)。

摘　　要：视觉驱动下的品牌形象设计,具有“非终端性”的特质,不以造物为设计终点,以构建受众对品牌的视觉认知为最终目的。品牌形象的呈现是视觉动力场,任何视觉式样都可以是力的式样,其动力模式可分为外在力模式、发散力模式、双向力模式;形式符号是动力模式实现的工具。品牌作为一个整体概念,在设计中要有效整合可选择的形式符号,促进品牌形象高效地传达。形式符号与动力模式的有机结合,将成为塑造品牌形象的利器。Visually driven brand image design has the quality of"non-terminality"for which does not take the creation of objects as the end point of design,but takes the construction of the audience's visual perception of the brand as the ultimate goal.The presentation of brand image is a visual dynamic field that any visual pattern can be a force pattern,and its power mode can be divided into external force mode,dispersion force mode and two-way force mode;formal symbols are the tools to realise the power mode.Brand as a whole concept can be promote the efficient transmission of the brand image in the design of the effective integration of optional form symbols.The organic combination of formal symbols and power modes will become a powerful tool for shaping the brand image.

关 键 词：品牌形象设计 视觉驱动 动力 形式 

分 类 号：J534[艺术—艺术设计]