基于品牌定位的企业形象设计与推广.docVIP

PAGE \* MERGEFORMAT5 基于品牌定位的企业形象设计与推广 -“故道家纺”企业形象推广设计 专 业 视觉传达设计 准考证号 姓 名 指导教师 摘 要 渊远流长的纺织生产活动是历代社会经济生活的重要支柱之一，同时土布文化作为黄河文化的重要代表，它的发展是黄河文化的见证。在当今社会崇尚绿色、回归自然的消费潮流中，它所具有的纯棉质地、手工织造、民族图案、古老民间工艺等特点显的尤为珍贵。从现代企业形象整合设计的理论看，该行业其形象建设面临着不够严谨和规范，缺乏个性和跟不上时代等问题。本文以设计艺术学的角度为切入点，结合现代企业形象系统理论，主要研究故道家纺老粗布有限公司的企业形象设计。论文结构上，阐释了??织行业概括，继而讨论故道家纺企业形象资源存在的优势和劣势，分析在其视觉形象设计中的文化元素，探讨视觉形象设计的原则和策略，用案例分析和设计实践的方式加以论证说明。 关键词：企业形象 视觉设计 文化元素 老粗布 ABSTRACT Has a long history of textile production activities is one of the important pillars of the history of social and economic life. Besides, homespun culture as an important Representative of the Yellow River culture, its development was the symbol of the Yellow River culture. In todays society in the tide of consumer advocate green and back to nature, its cotton texture, hand weaving, features of national pattern, old folk arts is particularly valuable . Theory of modern corporate image design, the industry faces rigorous enough and the construction of its image specification, issues such as lack of personality and told The Times. This text with design an art to learn of angle for correspond a point, combine modern system theories of the business enterprise image, mainly study the design problem of grand old food business. On the structure of the paper, an overview illustrates the textile industry, followed by discussions in the home textile enterprises advantages and disadvantages of image resources, analysis of cultural elements in its visual image design, explore visual image design principles and policies, with case studies and practical demonstration of the way of description of design. Key words: Corporate Identity；Vision Design; Culture Symbol; Coarse 目 录 第一章 绪 论 …………………………………………………………………………1 第一节 课题简介 …………………………………………………………………1 第二节 选题背景 …………………………………………………………………1 第二章 课题调研 ………………………