老北京文化元素在餐饮空间视觉形象设计中的应用.pdfVIP

摘 要 摘 要 近年来，随着我国经济的不断发展，人们生活水平日益提高的同时也促进着我国 餐饮业的快速发展。在我国以“老北京风味”为主要特色的餐饮品牌很多，而各餐饮 公司为了更好地服务消费者，并加深其品牌在消费者心中的独特印象，在完善对顾客 服务态度及菜品质量的同时，也开始越来越注重自身品牌形象的塑造。 本文就现有的以主打“老北京风味”的餐饮品牌进行了市场调研，以及消费者的 用餐心理进行全面的分析，发现老北京的饮食文化不仅单纯的停留在烹饪技艺的传承， 精神层面也同样重要，所以如何将老北京的文化融入到餐饮品牌视觉形象设计中是在 这次毕业创作过程中需要考虑的问题。本文以老北京文化元素为设计思路的主线，通 过对老北京文化的挖掘并导入京味楼视觉形象表现中，为其建立一个强有力的品牌视 觉形象，表现浓郁厚重的老北京文化，使其文化得到继承与发扬的同时进一步提升品 牌竞争力。 关键词： 老北京文化 传统元素 餐饮空间 品牌形象设计 I Abstract Abstract With China’s economics developed in recent years, people required better living standards to pushed China’s catering industry growing fast. In China, there are many ‘old Beijing favor’ catering brands. To providing better service and strengthen their unique image, while caring about service quality, those enterprise begin to pay attention to build brand image. This article did market research of current ‘old Beijing favor’ catering brands and analyzed customers` dining psychological, found that ‘old Beijing favor’ culture not just stay on the heritage of cooking method, spiritual impact is also important. Thus, integrate ‘old Beijing favor’ culture and catering brand image design is the main factor during designing. This article use old Beijing traditional icon as inspiration, putting old Beijing culture into Jing Wei Lou visual image and build a strong brand visual image. The propose is through this brand visual image design, old Beijing culture could be inherit and develop, at same time makes the brand more competitiveness. Key words: Old Beijing culture Traditional icon Dining space Brand