| 摘要: |
| 目的 研究老字号品牌视觉文化重塑的再生价值。方法 针对老字号品牌文化形象遗失现状的探讨， 提出了回归老字号品牌历史文化、 品牌形象及包装整合再设计的观点， 并对广东老字号 “黄但记” 品牌视觉重塑案例作了深度分析。结论 论证了设计可进化品牌， 可通过品牌视觉文化重塑、 品牌整合设计来创造老字号品牌的新价值， 使新视觉形象既承载文脉个性又兼容时代风格， 实现老字号品牌形象力的再生。 |
| 关键词: 老字号 黄但记 品牌重塑 品牌文化 |
| DOI： |
| 分类号:J524.1 |
| 基金项目:广东省哲学社科 “十二五” 规划2012学科共建项目 （GD12XYS02） |
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| Guangdong "Huang Danji" Brand Remodeling |
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YANG Min
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Guangdong University of Technology，Guangzhou 510075，China
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| Abstract: |
| Objective To study the regeneration value of old brand visual culture remodeling. Methods According to the phenomenon of lost old brand cultural image， it proposed return to old brand history and culture， brand visual image gene system， brand image and packaging redesign integration， made a in-depth analysis of Guangdong old "Huang Danji" brand visual remodeling case. Conclusion It demonstrated the evolution of brand design， brand visual culture through remodeling，brand integration designed to create new value-honored brand，so that the new visual image had both personality and compatible era style， in order to achieve long-established brand power regeneration. |
| Key words: famous brand Huang Danji brand remodeling brand culture |
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