| 摘要: |
| 目的 现有城市品牌大多模仿、抄袭已有设计，缺少城市本身的特色，难以引起大众的共鸣，因此以北京市海淀区为例，探讨城市品牌形象创新设计的方法。方法 运用设计创新及服务设计理念来研究如何实现城市品牌形象的创新设计应用，通过深层次、系统化、多角度、全方位的整合，建立城市品牌形象设计理论体系，使城市品牌形象更加本土化和人性化；通过界定城市的风格气质、寻找核心意象、重构城市意象的方法，全面表达城市特有的面貌。结论 通过对城市品牌形象设计方法的研究，能够在提升城市综合竞争力的同时，增强市民的自豪感、归属感及幸福感。最终以北京市海淀区为例进行品牌形象设计的实践应用，使研究更加科学合理，并为其他城市提供系统的理论参考。 |
| 关键词: 城市品牌 城市形象 服务设计 意象意蕴 |
| DOI：10.19554/j.cnki.1001-3563.2020.10.037 |
| 分类号:J511 |
| 基金项目:国家重点研发计划项目（2017YFB1400400） |
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| Innovative Design Method of City Brand Image |
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LIU Yang, WANG Ling, XIE Zhen, HUA Xia
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Beijing University of Technology, Beijing 100124, China
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| Abstract: |
| Most of the existing city brands imitate or even copy the existing designs and lack the characteristics of the city itself, which is difficult to resonate with the public. The work aims to discuss the innovative design method of city brand image with Haidian District as an example. The concept of design innovation and service design was used to study how to realize the city brand image with an innovative design approach. Through deep, systematic, multi-angle and all-round integration, the theoretical system of city brand image design was established to make the city brand image more localized and humanized. The unique features of the city could be fully expressed by defining the style and temperament of the city, searching for the core image and reconstructing the image of the city. Through the research on the design method of city brand image, it can improve the comprehensive strength of the city, while enhancing its citizens' sense of pride, belonging and happiness. At last, Haidian District is taken as an example to carry out the practical application of brand image design, which makes the research more scientific and reasonable and consequently provides a systematic theoretical reference for other cities. |
| Key words: city brand city image service design image and implication |
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