可持续理念下的品牌形象设计研究 -视觉传达设计专业

摘要

在全球生态环境问题日益严峻与可持续发展战略深入推进的背景下，品牌形象设计作为企业传递价值观与社会责任的重要载体，正面临理念与实践的深刻变革。本文旨在探讨可持续理念如何有效融入品牌形象设计体系，以提升品牌的社会价值与长期竞争力。通过文献分析、案例研究与专家访谈相结合的混合研究方法，系统梳理了可持续设计理念的发展脉络及其在品牌视觉识别、传播策略与用户体验中的具体应用路径。研究发现，将环保材料、低碳流程与文化符号融入品牌视觉系统，不仅能够增强品牌的绿色属性，还能提升消费者的情感认同；同时，构建以可持续为核心的品牌叙事机制，有助于实现品牌价值与社会责任的有机统一。创新性地提出“三维融合模型”，即生态维度、文化维度与技术维度的协同作用，为品牌形象设计提供了理论支持与实践框架。本研究的主要贡献在于拓展了可持续设计的研究边界，强调品牌设计不仅是视觉表达工具，更是推动社会可持续发展的重要媒介，为企业在新时代背景下实现品牌升级与社会责任履行提供了可操作的设计策略与理论依据。

关键词：可持续品牌形象设计；三维融合模型；生态维度；文化维度；技术维度

ABSTRACT

Against the backdrop of increasingly severe global ecological challenges and the deepening implementation of sustainable development strategies, brand image design, as a critical vehicle for enterprises to convey values and social responsibility, is undergoing profound transformations in both philosophy and practice. This paper aims to explore how sustainable concepts can be effectively integrated into brand image design systems to enhance brands’ social value and long-term competitiveness. By employing a mixed-methods research approach that combines literature analysis, case studies, and expert interviews, this study systematically examines the evolution of sustainable design philosophy and its specific application pathways in brand visual identity, communication strategies, and user experience. The findings reveal that incorporating eco-friendly materials, low-carbon processes, and cultural symbols into brand visual systems not only strengthens brands’ green attributes but also enhances consumers’ emotional identification. Furthermore, constructing a brand narrative mechanism centered on sustainability facilitates the organic integration of brand values and social responsibility. This study innovatively proposes a “three-dimensional integration model,” which emphasizes the synergistic interaction among ecological, cultural, and technological dimensions, offering both theoretical support and a practical fr amework for brand image design. The primary contribution of this research lies in expanding the conceptual boundaries of sustainable design, emphasizing that brand design is not merely a tool for visual ex pression but also a significant medium for promoting societal sustainability. It provides actionable design strategies and theoretical foundations for enterprises to achieve brand upgrading and fulfill social responsibilities in the context of the new era.

KEY WORDS： Sustainable Brand Image Design;Three-dimensional Integration Model;Ecological Dimension;Cultural Dimension;Technological Dimension

摘要 I

ABSTRACT II

1 绪论 1

1.1 研究背景和意义 1

1.2 研究现状 1

1.3 本文研究方法 2

2 可持续理念与品牌形象设计的融合路径 2

2.1 可持续理念在当代品牌传播中的价值体现 2

2.2 品牌形象设计中生态责任的视觉表达 3

2.3 可持续理念对品牌文化定位的影响机制 4

2.4 可持续导向下品牌形象设计的趋势分析 4