对中国文化创意品牌的认识与思考
发布时间：2018-12-13 15:09
【摘要】：在品牌盛行的今天，品牌已成为全球经济瞩目的焦点。品牌的创意，品牌的文化越来越受到人们的重视，但是中国的文化创意品牌一直值得关注和思考。“从吸引眼球到品牌文化再到创造价值”这一直是品牌竞争的目标，有文化的创意品牌对拥有者和缔造者来说意味着更大的价值，对消费者来说意味着更多的信赖和关注。文化创意品牌的发展对整个文化创意产业的发展也有着不容忽视的作用。本论文是我通过这两年对品牌的创意和品牌的文化的研究做出的分析与总结，并结合这次实际FEEL咖啡品牌项目，做出的实践和检验，从而说明和论证创意和文化对于一个品牌的重要性。通过这次的创意文化品牌FEEL咖啡的一系列的制作和推展，意识到没有什么能够满足当下的渴望，这样就需要形成一种新的状态。要填补空缺，打破束缚，敢于想象。要使品牌具有文化性，需要有心灵，有思想及灵魂的灌溉才能开花。 根据我的毕业设计FELL咖啡店的品牌设计，简单论述下当今的FEEL咖啡，由此来进入我的设计感想和设计说明。通过我的设计感想和设计说明来探讨我对文化创意品牌的思考和分析。 设计一个品牌首先要有一个强有力的，能够概括品牌内涵的，能够正确驾权品牌的核心理念，即Brand idear。FEEL咖啡的理念就是诠释非常的咖啡，非常的文化，非常的创意，演绎非常生活,引领时尚潮流。就像苹果是超越而人性的创新，BMW给你带来驾驶的乐趣，迅达的电梯让你感受到城市移动的瞬间。FEEL咖啡店尤其突出了自我个性这一个鲜明的时代符号，充分体现当下的非常文化非常创意，可能会有很多好的设计想法将会在这个充满艺术的空间，舒适优雅的环境下冒出。其内涵是这终将会成为属于您自己的一席创意灵感之地和休闲放松的自我空间。如果您是商务人，这里是您交流，洽谈，熟识的地方；您是艺术家、创意人、设计师，这里是您探讨，学习和沟通的地方；您是老朋友，这里是您欢乐聚餐、主题party的地方。FEEL咖啡品牌的一系列VI设计外，还相应的出一些纪念的产品，如马克杯和T恤等，被消费者所认同的利益，这样的话，消费者就会希望在他的生活总更多的发生与该产品之间的联系。
[Abstract]:In the prevailing brand today, brand has become the focus of global economic attention. People pay more and more attention to brand creativity and brand culture, but Chinese cultural creative brands are always worthy of attention and consideration. "from attracting attention to brand culture to creating value" has always been the goal of brand competition. Cultural creative brands mean more value to owners and creators, and more trust and attention to consumers. The development of cultural and creative brands also plays an important role in the development of the whole cultural and creative industries. This thesis is the analysis and summary I made through the research of brand creativity and brand culture in the past two years, and combined with the actual FEEL coffee brand project, I made the practice and test. To illustrate and demonstrate the importance of creativity and culture for a brand. Through this series of production and promotion of creative culture brand FEEL Coffee, it is realized that nothing can meet the needs of the present, and thus a new state of being is needed. To fill the gap, break the shackles, dare to imagine. In order to make the brand cultural, need to have the soul, have the irrigation of the soul to blossom. According to my graduation design FELL coffee shop brand design, a brief discussion of today's FEEL coffee, from which to enter my design feelings and design instructions. Through my design feelings and design instructions to explore my cultural and creative brand thinking and analysis. To design a brand, first of all, there must be a strong, able to generalize the brand connotation, can correctly drive the core idea of the brand, that is, the idea of Brand idear.FEEL coffee is the interpretation of very coffee, very culture, very creative. Deductive very life, leading the fashion trend. Just as Apple is a transcendent and human innovation, BMW gives you the pleasure of driving, Schindler's elevator gives you a sense of the moment the city moves. This is a very cultural and creative moment, and there may be a lot of good design ideas that will come out in this space of art, in a comfortable and elegant environment. The implication is that it will eventually become your own creative inspiration and a relaxing self-space. If you are a business person, here is where you communicate, negotiate and know; you are an artist, creative person, designer, here is where you discuss, study and communicate; You are an old friend, here is the place where you have a happy dinner, the theme party. In addition to the series of VI designs of the FEEL coffee brand, there are also some commemorative products, such as mugs and T-shirts, which are recognized by consumers. The consumer will want to be more connected to the product in his life.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F124
本文编号：2376740
[Abstract]:In the prevailing brand today, brand has become the focus of global economic attention. People pay more and more attention to brand creativity and brand culture, but Chinese cultural creative brands are always worthy of attention and consideration. "from attracting attention to brand culture to creating value" has always been the goal of brand competition. Cultural creative brands mean more value to owners and creators, and more trust and attention to consumers. The development of cultural and creative brands also plays an important role in the development of the whole cultural and creative industries. This thesis is the analysis and summary I made through the research of brand creativity and brand culture in the past two years, and combined with the actual FEEL coffee brand project, I made the practice and test. To illustrate and demonstrate the importance of creativity and culture for a brand. Through this series of production and promotion of creative culture brand FEEL Coffee, it is realized that nothing can meet the needs of the present, and thus a new state of being is needed. To fill the gap, break the shackles, dare to imagine. In order to make the brand cultural, need to have the soul, have the irrigation of the soul to blossom. According to my graduation design FELL coffee shop brand design, a brief discussion of today's FEEL coffee, from which to enter my design feelings and design instructions. Through my design feelings and design instructions to explore my cultural and creative brand thinking and analysis. To design a brand, first of all, there must be a strong, able to generalize the brand connotation, can correctly drive the core idea of the brand, that is, the idea of Brand idear.FEEL coffee is the interpretation of very coffee, very culture, very creative. Deductive very life, leading the fashion trend. Just as Apple is a transcendent and human innovation, BMW gives you the pleasure of driving, Schindler's elevator gives you a sense of the moment the city moves. This is a very cultural and creative moment, and there may be a lot of good design ideas that will come out in this space of art, in a comfortable and elegant environment. The implication is that it will eventually become your own creative inspiration and a relaxing self-space. If you are a business person, here is where you communicate, negotiate and know; you are an artist, creative person, designer, here is where you discuss, study and communicate; You are an old friend, here is the place where you have a happy dinner, the theme party. In addition to the series of VI designs of the FEEL coffee brand, there are also some commemorative products, such as mugs and T-shirts, which are recognized by consumers. The consumer will want to be more connected to the product in his life.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F124
【引证文献】
相关硕士学位论文 前1条
1 韩佳丽;文化创意产业与我国服装产业的融合[D];天津工业大学;2016年
，本文编号：2376740
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