重回汉唐汉服视觉形象识别系统设计
马捷摘 要
随着汉服复兴运动的蓬勃展开，汉服产业开始出现并盛行。汉服店作为汉服销售以及汉族传统文化宣传中心，在汉服复兴运动中扮演着一个不可或缺的重要角色。在当前汉服品牌同质化日趋严重的的形势下，如何能做到脱颖而出，便成为众多汉服品牌急需解决的问题。汉服产业以其独特的汉族传统文化文化为根基区别于传统服装产业。作为一个古老的新生事物（汉服的古老性以及汉服产业的新生性），这就更加要求汉服品牌更具可识别性与创新性。通过不断从受众心理变化中去探索品牌文化的风格与趋势，对品牌自身进行形象加强，诠释受众需求。从而拓宽品牌市场，加速品牌繁盛，以此达到不败之地。本文从重回汉唐汉服店视觉识别系统做起，从汉服店发展的总体大背景以及针对此进行的视觉识别系统设计的理念以及品牌形象识别策略，表明视觉识别系统是汉服店表达理念以及进行自我宣传的最为重要的载体，是此品牌区别于同类品牌的重点所在。因此，只有建立富有创意以及自身特色的视觉识别系统，才能用最快的速度最便捷的方式达到最大的受众认知度，在受众心目中建立起良好的品牌形象，以此迈出培养受众品牌忠诚度重要的一步。
关键词： 汉服；品牌；载体、；视觉识别
Abstract
With the fast development of the Hanfu revival movement, the hanfu industry has begun to appear and sprung up. As the most important role in that movement, the hanfu shop is the center of both the market and the Traditions’ publicity of the Chinese Han Nationality. Under the serious circumstance that the assimilation of hanfu brand has become a tendency nowada原文请找腾讯752018766辣,文-论'文~网http://www.751com.cn ys, the key problem those brands need to deal with is to find out a way to stand out from the crowd. The hanfu industry distinguishes form other traditional Costume Industry by its special basis the cultural traditions of the Chinese Han Nationality. While the industry is a newborn one, its product, hanfu, is formed in the ancient time, which requires that the hanfu brand should be more identifiable and creative. According to the constant exploration of the changes in perception psychology, it learns the Style and Trends of the Brand Culture, and enhances the brand image, interpreting the receivers' demand, so as to expand the market, accelerate the boom and finally establish in an unassailable position. This article started from the VIS (Visual Identity System) of the hanfu shop Chonghuihantang (back to the Han and Tang dynasty ),the total background of the hanfu shops’ development and also the Design Concept of VIS ,as well as the recognizing Strategies for the brand image aimed at that background, all these four aspects, in order to show that the most main vehicle for expressing the concept of hanfu shop and promoting the self-display is the VIS, which is also the focal point that can differ this brand name from the others. Therefore, only to establish a creative and characteristic VIS, can it find out the fastest and most convenient way to reach the biggest cognition degree, and foster a good and healthy brand image among customers, taking a significant step to grow receivers’ brand loyalty.
Key words： Hanfu；brand；carrier；visual recognition
目 录
摘 要 Ⅴ
ABSTRACT Ⅵ
目 录 Ⅶ
第1章 绪论 1
1.1问题的提出 1
1.2课题内容 1
1.3课题意义 1
1.4 论文结构 2
第2章 重回汉唐汉服VI设计背景 3
2.1重回汉唐汉服品牌形象塑造 3
2.2重回汉唐汉服介绍 4
2.2.1品牌名称 4
2.2.2品牌创立背景以及宗旨 4
2.2.3品牌市场分析 4
2.2.4品牌竞争对手分析 5
2.2.5品牌定位 6
2.2.6品牌风格 6
2.2.7品牌受众 6
第3章 重回汉唐汉服VI设计创意思路 8
3.1现有汉服店标志设计形式感 8
3.2重回汉唐汉服店标志设计阐述 9
3.3重回汉唐汉服店VI应用阐述 10
第4章 重回汉唐汉服品牌形象识别建立策略 13
致谢 14
引用文献\参考文献 15
附录 16,1918