时代变革下民族品牌标志升级路径——以“永久牌”为例  

The Upgrading Path of National Brand Logo under the Change of Times:Taking"Yongjiu Brand"as an Example

作　　者：刘佳[1] 王西子 LIU Jia;WANG Xizi(School of Art,Shandong University of Science and Technology,Qingdao,Shandong,266400)

机构地区：[1]山东科技大学艺术学院,山东青岛266400

出　　处：《湖南包装》2024年第3期30-33,共4页

基　　金：山东省社科普及应用研究项目(2022-SKZC-14);青岛市哲学社会科学规划项目(QDSKL2201123);山东科技大学优秀教学团队培育计划项目(TD20221104)。

摘　　要：文章为剖析民族品牌标志设计顺应时代洪流而做出的变化与演进,以代表性民族品牌“永久牌”为研究对象,结合中国近现代大事件节点,以点带面分析时代变革下的民族品牌标志升级的外在表征与内在逻辑,进而归纳其自适应发展规律。研究得出:民族品牌标志设计作为品牌形象树立、传播的核心要素,具有极强的时代关联性,是政治、经济、文化等多方面要素综合影响后的结果,这在中国近现代纷繁的变革之下表现尤甚。同时,民族品牌标志设计存在积极响应与被动接受的细化区分,能够以小见大反映品牌不同阶段的发展趋势及自身定位。百年民族品牌在发展过程中,标志设计需汲取历史经验:顺应时代变化做出适应性调整,同时也需保有中华自身独特的文化内涵。In order to analyze the changes and evolution of national brand logo design in accordance with the current of The Times,the paper takes the representative national brand"Yongjiu brand"as the research object,combined with the major events in modern China,analyzes the external representation and internal logic of the upgrade of national brand logo under the changes of The Times,and then summarizes its adaptive development law.The results show that:as the core element of brand image establishment and communication,national brand logo design has strong relevance to The Times,and is the result of the comprehensive influence of political,economic,cultural and other factors,which is especially manifested under the complicated changes in modern China;At the same time,the national brand logo design has a fine distinction between positive response and passive acceptance,which can reflect the development trend and self-positioning of the brand at different stages.In the process of development of a century-old national brand,the logo design needs to learn from historical experience:adapt to the changes of The Times,and at the same time maintain the unique cultural connotation of China itself.

关 键 词：民族品牌 “永久牌” 标志设计 品牌升级 比较研究 

分 类 号：F273.2[经济管理—企业管理] J524.4[经济管理—国民经济]