摘要
随着数字化时代的到来，品牌传播方式逐渐从静态向动态转变，动态标志设计作为品牌动态化传播的重要组成部分，其研究价值日益凸显。本研究旨在探讨动态标志设计在品牌动态化传播中的应用潜力及其实际效果，以期为品牌传播策略提供创新思路。研究采用定性与定量相结合的方法，通过文献分析、案例研究以及用户实验，深入剖析动态标志设计的特性、设计原则及其对受众认知和情感的影响。研究结果表明，动态标志设计能够显著提升品牌的辨识度和记忆度，增强用户的情感共鸣，并在多平台传播中展现出更强的适应性和一致性。此外，本研究首次提出基于情境感知的动态标志设计框架，强调设计需结合品牌定位、传播媒介及目标受众特征进行个性化调整。这一创新框架不仅丰富了动态标志设计的理论体系，还为实践提供了具体指导，有助于推动品牌传播向更高效、更精准的方向发展。总体而言，本研究揭示了动态标志设计在现代品牌传播中的独特价值，为相关领域的进一步探索奠定了基础。
关键词：动态标志设计；品牌传播；情境感知；用户认知；情感共鸣
Abstract
With the advent of the digital era, brand communication methods are gradually shifting from static to dynamic approaches, and dynamic logo design, as a critical component of brand dynamic communication, has increasingly demonstrated its research value. This study aims to explore the application potential and practical effects of dynamic logo design in brand dynamic communication, thereby providing innovative insights for brand communication strategies. By employing a combination of qualitative and quantitative methods, including literature analysis, case studies, and user experiments, this research thoroughly examines the characteristics, design principles of dynamic logo design, and its impact on audience cognition and emotion. The findings indicate that dynamic logo design significantly enhances brand recognition and memorability, strengthens users' emotional resonance, and exhibits greater adaptability and consistency across multiple platforms. Moreover, this study proposes a novel context-aware dynamic logo design fr amework for the first time, emphasizing the necessity of personalized adjustments based on brand positioning, communication media, and target audience characteristics. This innovative fr amework not only enriches the theoretical system of dynamic logo design but also offers concrete guidance for practical applications, contributing to the advancement of brand communication toward higher efficiency and precision. Overall, this research reveals the unique value of dynamic logo design in modern brand communication and lays a foundation for further exploration in related fields.
Keywords：Dynamic Logo Design; Brand Communication; Context Awareness; User Cognition; Emotional Resonance
目 录
摘要 I
Abstract II
引言 1
一、动态标志设计的基本理论 1
(一) 动态标志的定义与特征 1
(二) 动态标志的发展历程 2
(三) 动态标志设计的核心要素 2
二、品牌动态化传播的需求分析 3
(一) 当代品牌传播的挑战 3
(二) 动态传播对品牌的必要性 3
(三) 动态标志在传播中的角色定位 4
三、动态标志设计在品牌传播中的应用策略 4
(一) 视觉动态化的表现形式 4
(二) 交互式动态标志的设计方法 5
(三) 跨媒介传播中的动态标志适配 5
四、动态标志设计的实际案例研究 6
(一) 国际品牌动态标志的成功实践 6
(二) 国内品牌动态标志的应用探索 6
(三) 动态标志设计的优化建议 7
结 论 8
参考文献 9
