| 摘要: |
| 目的 以传统中医药文化为切入点，研究利用中医药文化内涵塑造中药老字号品牌视觉形象设计。方法 以山西中药老字号“广誉远”为研究对象，分析中药老字号品牌发展滞后的原因及存在的问题，从品牌的标志、色彩以及精神文化角度探索利用中医药文化进行品牌视觉形象设计。结论 中药老字号品牌的视觉形象设计要以发掘传统中药文化内涵为基础，利用企业悠久的历史与独特的品牌文化与受众沟通，整合品牌自身内在形象力，寻求中药老字号品牌在视觉形象上的创新和突破，建立形象饱满、个性鲜明的品牌视觉形象识别系统，确保中药老字号向现代品牌转换。 |
| 关键词: 中医药 文化 老字号 广誉远 品牌 视觉形象设计 |
| DOI： |
| 分类号:J524 |
| 基金项目:2013年山西省教育科学规划课题（GH-13119）；2016年度山西省哲学社会科学规划课题《体现晋商文化的旅游纪念品品牌化设计研究》成果；太原工业学院青年（后备）学科带头人支持计划资助”（Supported by Program for the （Reserved）Discipline Leaders of Taiyuan Institute of Technology）阶段成果 |
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| "GUANG YU YUAN" Brand Visual Image Design under the Perspective of Traditional |
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LIU YAN-yan
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Taiyuan Institute of Technology, Taiyuan 030008, China
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| Abstract: |
| Taking the traditional Chinese medicine culture as the breakthrough point, it aims to study the brand visual image design of the traditional Chinese medicine brand by cultural connotation. Taking the traditional Chinese medicine enterprises in Shanxi "GUANG YU YUAN" as the research object, through literature analysis of the sluggish development traditional Chinese medicine (TCM) old brand and the existing problems，from the perspective of brand logo, color and spiritual culture, it explores the use of traditional Chinese culture for the brand visual image design. The visual image design of the traditional Chinese medicine brand should explore the basis of the traditional Chinese medicine culture, use the enterprise's long history and unique brand culture communication with the audience, integrate brand image inherent force, for traditional Chinese medicine on the visual image of the brand innovation and breakthrough，establish a visual image recognition system brand image with distinct personality, ensure the traditional Chinese medicine transformed to the modern brand transformation. |
| Key words: traditional Chinese medicine(TCM) culture the Old Brand GUANG YU YUAN brand the visual image design |
