中国汽车品牌标志再设计研究
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Classified Index: University Code: 10075 U.D.C: NO: 20110843
A Dissertation for the Degree of M. Arts The research on redesigning of Chinese Auto Brand Logo
Candidate：Zhai Linghao Supervisor：Prof.Song Wei Academic Degree Applied ：Master Degree of Arts Speciality：Art Design University：Hebei University Date of Oral Examination：May,2014 摘 要 I 摘 要 标志是一种浓缩的艺术。随着全球经济、文化的发展，标志所蕴含的意义也变得愈加重要。标志不只是一种符号，更是企业内外精神和文化的集中表达。随着市场竞争的加剧，消费者审美取向的变化，企业为提高自身竞争力与活力纷纷进行了品牌升级与标志再设计。 我国汽车品牌由于企业原有品牌形象不佳、力图进军国际市场、标志设计不够简洁凝练、企业营销战略的转变等原因，也纷纷进行标志再设计。新标志的出现不但提升了品牌形象、品牌竞争力，为企业进军国际市场扫清了障碍，也为企业增添了动力与活力。标志再设计是一把双刃剑，有着优势与局限性。如果标志再设计应用不当，将会给企业带来损失，影响原有品牌形象。 汽车标志作为标志设计的一个分支，其本身的变动不可避免的影响了我国标志设计发展与变化。随着我国汽车标志再设计的发展，相应的品牌意识与设计理念也不断的进行着提升与变化。
关键词：汽车 品牌 标志 再设计Abstract
II Abstract Mark is a kind of the art of enrichment. With the development of global economy, culture, symbol significance has become increasingly important. Mark is not only a symbol, but also the concentrated expressions of spiritual and cultural inside and outside the enterprise . Along with market competition intensifying, the change of consumers' aesthetic orientation,the improving their competitiveness and vitality of the enterprise are upgrading the brand and logo design. Due to the poor original brand image of enterprise , trying to enter the international market. The logo design is not concise enough , the transition of the enterprise marketing strategy and some other reasons,Automobile brand in our country have to design logo. The emergence of the new logo not only enhance the brand image, brand competitiveness,but also clear the way for the enterprise to enter the international market, and add motivation and vitality for the enterprise. Logo design is a double-edged sword which has the advantages and limitations. If logo design is used improperly, it will bring enterprise losses and affect the original brand image. Car logo is a branch of logo design. The changing of car logo inevitably affects the development and change of our national logo design. With the development of China's automobile logo design ,the corresponding brand meaning and design concept is also in constant change.
Key words: Car Brand Logo Redesign目 录
III 目 录 第1章 中国汽车品牌标志再设计背景分析...................................................................1 1.1 中国汽车品牌升级的必然要求.............................................................................1 1.1.1 品牌竞争日益激烈............................................................................................1 1.1.2 品牌缺乏战略规划............................................................................................2 1.1.3 品牌形象老化....................................................................................................4 1.1.4 消费需求的转变................................................................................................6 1.2 国内外品牌换标热潮的影响.................................................................................7
第2章 中国汽车品牌标志再设计分析........................................................................15 2.1 中国汽车标志设计现状.......................................................................................15 2.2 中国汽车标志再设计典型案例分析...................................................................22 2.2.1 转变原有品牌形象—吉利汽车......................................................................22 2.2.2 进军国际市场—长城汽车..............................................................................24 2.2.3 建立时尚、简洁的品牌形象—比亚迪汽车..................................................26 2.2.4 战略调整，转变经营模式—奇瑞汽车..........................................................27 2.3中国汽车标志再设计的优势和局限性................................................................29 2.3.1中国汽车品牌标志再设计的优势...................................................................29 2.3.2中国汽车品牌标志再设计的局限性...............................................................31
第3章 中国汽车品牌标志设计发展趋势....................................................................33 3.1字母组合化趋势....................................................................................................33 3.2 民族符号国际化趋势...........................................................................................33 3.3图形简洁化趋势....................................................................................................34 3.4 立体化、高科技化趋势.......................................................................................34
第4章 由中国汽车标志再设计引起的思考................................................................36 4.1 品牌形象需要综合打造.......................................................................................36
