基于品牌视觉识别的数字博物馆研究——以数字故宫为例  

Digital Museum Research Based on Brand Visual Identity——Taking Digital Palace Museum as an Example

作　　者：李子乐 胡起云[1] Ziyue Li;Qiyun Hu(School of Design,Jiangnan University,Wuxi Jiangsu)

机构地区：[1]江南大学设计学院,江苏无锡

出　　处：《Design（汉斯）》2024年第3期252-257,共6页设计（汉斯）

摘　　要：博物馆数字化展示浪潮中,数字故宫的品牌视觉识别(BVI)是其成功的关键。BVI包括品牌的标志、色彩、字体、包装等视觉元素,这些元素共同构成了品牌的视觉形象,并在公众心中留下深刻的印象。运用品牌理念,对数字故宫中的移动端应用进行分析,基于数字故宫以及数字故宫社区概念的品牌理念是如何呈现的以及其阐释了怎样的信息。本文将从以上的几个方向探索数字故宫的品牌模式。In the wave of digital museum display,the brand visual identity(BVI)of the Digital Palace Museum is a key factor for its success.BVI includes visual elements such as logos,colors,fonts,and packaging that together form a brand’s visual image and leave a deep impression on the public.This paper will analyze how the concept of branding is presented in the mobile applications of the Digital Palace Museum,based on the Digital Palace Museum’s community concept and its branding philosophy,and explore the information it conveys.The article will also discuss the digital museum model of the Digital Palace Museum from these directions.

关 键 词：数字故宫 数字博物馆 品牌视觉识别 品牌理念 

分 类 号：F42[经济管理—产业经济]