运用动态图形的品牌标志表现类型探究

发布时间：2019-02-13 16:29

【摘要】：在信息技术高速发展的当今市场环境中,企业的品牌资产往往成为决定企业价值的重要因素。承载着企业文化与哲学的品牌标志,不仅仅是对消费者直观的视觉传达,同时也引发消费者的认知与情感反应。运用了动态图形的品牌标志在减少信息传达的时间和距离的同时,可以衍生新的含义与方向,由此逐渐成为企业品牌价值和形象传播的主要方式。本文对运用动态图形的品牌标志进行了定义,即动态标志。并通过品牌标志的表现类型和动态图形的构成要素,导出了动态标志的六种表现类型:抽象型、隐喻型、叙事型、交互型、声调型与混合型。
[Abstract]:In the current market environment with the rapid development of information technology, the brand equity of enterprises often becomes an important factor to determine the value of enterprises. Brand logo bearing corporate culture and philosophy is not only visual communication to consumers, but also the cognitive and emotional response of consumers. The use of dynamic graphic brand logo can reduce the time and distance of information transmission, at the same time, it can derive new meaning and direction, thus gradually become the main way of brand value and image communication. In this paper, the use of dynamic graphics brand logo is defined, that is, dynamic logo. Through the expression type of brand logo and the constituent elements of dynamic graphics, six kinds of expression types of dynamic logo are derived: abstract type, metaphorical type, narrative type, interactive type, tone type and mixed type.
【作者单位】：韩国首尔大学;
【分类号】：J524.4

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