| 摘要: |
| 以山西老字号企业“双合成”为研究重点，通过对山西老字号企业的现状分析，提出老字号企业的视觉形象设计要立足在发掘企业文化内涵，品牌自身内在形象力和凝练继承晋商精神品格的基础上与时俱进地进行视觉形象整合设计，进而为老字号向现代品牌转换提供保证。 |
| 关键词: 老字号 双合成 企业形象 企业视觉形象设计 晋商精神 |
| DOI： |
| 分类号:TB472 |
| 基金项目:太原工业学院院级基金资助项目阶段性成果（2012RY01） |
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| The Transformation and Regeneration of the Corporate Visual Identity Design of Shanxi Time-Honored Brand "Good and Good" |
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LIU Yan-yan
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Taiyuan Institute of Technology，Taiyuan 030008，China
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| Abstract: |
| Taking Shanxi time-honored brand enterprise“good and good”as the focus, through analysis of the status of time-honored brand corporate in Shanxi, it proposed the visual identity design of time-honored brand corporate based on the discovery of corporate culture connotation, as well as the internal brand image and the inheritance of Shanxi merchants spiritual charactere, advancing with the times to the visual identity integrated design. Thus it will provide a strong guarantee for time- honored brand converted to a modern brand. |
| Key words: time-honored brand good and good corporate identity corporate visual identity design Shanxi merchants spirits |
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