国际品牌形象设计的“融民族性”表达  

Glocalization Expression in International Brand Image Design

作　　者：杨超 梁蓝波[1] YANG Chao;LIANG Lan-bo(University of Macao,Macao 999078,China;Communication University of Zhejiang,Hangzhou 310018,China)

机构地区：[1]澳门大学,澳门999078 [2]浙江传媒学院,杭州310018

出　　处：《包装工程》2021年第22期359-366,共8页Packaging Engineering

摘　　要：目的在疫情时代,国际商贸从过去的“全球化”逐渐走向“全球在地性”。本文探索在这样一种经济格局下,国际品牌应如何通过“融民族性”的视觉设计手法,来提升品牌在各国和各地区受众人群中的文化认同感,以促进其国际竞争力,赢得更大市场。方法通过对“世界品牌500强”企业中前232个著名品牌的标志设计使用图像分析和分组统计等方法进行分类和比较研究,论证了目前国际品牌形象的主要设计手法仍是以瑞士国际主义风格为框架的特点。结论然而,一些国际著名品牌已经意识到其中的不足,并开始采用“融民族性”的设计理念和手法,将各地的民族元素经过解变与重构,融入国际主义风格的设计框架及延展应用之中,来实现具有多元风格和在地元素的品牌视觉识别系统,做到国际品牌的“国际性”和“在地性”共存。这一手法终将成为当代国际品牌形象设计的重要表达方式和成功要素之一。In the COVID-19 pandemic era,international trading has gradually moved from“globalization”to“glocalization”.This essay explores how international brands can enhance their cultural identity among target audiences in various countries and regions under such an economic situation through the visual communication design technique of“glocalization expression”,so as to enhance their international competitiveness and win a larger market share.Through the classification and comparative study of the logo designs of the top 232 well-known brands/companies from“The World's 500 Most Influential Brands”,using methods such as image analysis and grouping statistics,this essay proves that the main design method of most current international brand images is still based on the Swiss internationalism style.However,some successful international brands have already realized the limitations of such design style,and have begun to adopt the design concept and techniques of“glocalization expression”,by integrating local cultural elements of various nationalities for particular markets into the framework of their international design style,in order to achieve a brand visual identity system that includes local elements through“dynamic changeable”method.This method allows the international brands to obtain the coexistence of“internationality”and“locality”.Such technique will eventually become an important expression of contemporary international brand image design as well as a key element for brand success.

关 键 词：品牌形象设计 品牌标志设计 国际主义风格 全球在地性 融民族性 

分 类 号：TB472[一般工业技术—工业设计]