摘 要
随着市场竞争日益激烈，品牌视觉识别系统（VI）作为企业品牌形象传播的核心工具，其设计策略与实施效果对品牌的市场竞争力具有重要影响。本研究以品牌视觉识别系统的设计策略为切入点，结合典型案例分析，探讨如何通过科学的设计方法提升品牌识别度与用户感知价值。研究采用文献分析与案例研究相结合的方法，选取国内外知名品牌为研究对象，深入剖析其视觉识别系统的构建过程及其背后的设计逻辑。结果表明，成功的品牌视觉识别系统不仅需要具备一致性与独特性，还需充分考虑目标受众的文化背景与审美偏好。本研究创新性地提出了一种基于用户情感共鸣的VI设计框架，强调从用户体验出发优化视觉元素的设计策略。该框架能够有效指导企业在复杂多变的市场环境中制定更具针对性和适应性的品牌视觉识别方案。
关键词：品牌视觉识别系统；设计策略；用户情感共鸣；市场竞争力；视觉元素优化
Strategies and Case Analysis in the Design of Brand Visual Identification Systems
ABSTRACT
With the increasingly fierce market competition, the brand visual identification system (VI) is the core tool of the enterprise brand image communication, and its design strategy and implementation effect have an important impact on the market competitiveness of the brand. This study takes the design strategy of brand visual recognition system as the entry point and combines with typical case analysis, discusses how to improve brand recognition and user perception value through scientific design method. The research adopts the method of combining literature analysis and case study, selects well-known brands at home and abroad as the research ob ject, and deeply analyzes the construction process of the visual recognition system and the design logic behind it. The results show that a successful brand visual recognition system should not only have consistency and uniqueness, but also fully consider the cultural background and aesthetic preference of the target audience. This study innovatively proposed a VI design fr amework based on user emotional resonance, emphasizing design strategies to optimize visual elements from the user experience. The fr amework can effectively guide enterprises to develop more targeted and adaptive brand visual identification solutions in the complex and changeable market environment.
KEY WORDS： Brand Visual Identity System;Design Strategy;User Emotional Resonance;Market Competitiveness;Visual Element Optimization
目 录
摘 要 I
ABSTRACT II
1 绪论 1
1.1 品牌视觉识别系统设计的研究背景 1
1.2 研究品牌视觉识别系统设计的意义 1
1.3 国内外研究现状与发展趋势 2
1.4 本文研究方法与创新点 2
2 品牌视觉识别系统的核心要素分析 2
2.1 视觉符号在品牌设计中的作用 3
2.2 色彩与品牌形象的关系研究 3
2.3 字体设计对品牌传播的影响 4
3 品牌视觉识别系统的设计策略探讨 5
3.1 针对目标受众的设计策略 5
3.2 品牌一致性与差异化策略分析 6
3.3 数字化时代的设计适应性策略 6
4 品牌视觉识别系统的案例分析与实践应用 7
4.1 国际知名品牌视觉识别系统解析 7
4.2 国内品牌视觉识别系统设计实例 7
4.3 成功与失败案例的经验总结 8
结论 10
致 谢 11
参考文献 12
