视觉符号在中华老字号品牌视觉形象创新中的应用  

Application of visual symbols in the visual image innovation of Chinese time-honored brands

作　　者：姜君臣[1] 张羽汐 

机构地区：[1]上海理工大学

出　　处：《时尚设计与工程》2025年第2期48-51,共4页The Journal of Fashion Design and Engineering

摘　　要：中华老字号作为中华民族优秀传统文化的重要载体,承载着深厚的历史文化底蕴和独特的技术内涵。以“宝大祥”品牌为例,深入探讨品牌视觉形象创新中视觉符号的设计与应用,旨在解决当前中华老字号品牌视觉形象过于保守、难以满足年轻消费者审美需求的问题。通过传统元素与视觉符号的深度融合,提出了提升品牌现代感的设计方法,为其他中华老字号品牌的现代化转型提供了可推广的创新策略。Chinese time-honored brands,as significant carriers of China's excellent traditional culture,hold profound historical and cultural heri-tage as well as unique technical connotations.The"Bao Daxiang"brand was taken as an example and the design and application of visual symbols in brand visual image innovation were deeply explored,to address the issue that the visual images of Chinese time-honored brands are overly con-servative and fail to meet the aesthetic needs of young consumers.By deeply integrating traditional elements with visual symbols,design methods were proposed to enhance the modernity of the brand,providing innovative strategies with wider applicability for the modern transformation of other Chinese time-honored brands.

关 键 词：宝大祥 视觉符号 品牌视觉形象 创新设计 品牌创新 传统与现代融合 

分 类 号：J524[艺术—艺术设计]