国内外通信企业标志在品牌形象推广中的研究艺术学专业论文.docxVIP

Abstract With the science and technology constantly updated, with the diversification of the media and with the increasingly fierce international competition in the market, national logos are accordingly being reformed and innovated. However, the replacement of the logos is not only a dynamic process of development, but also a product of the brand development and market competition. Logos are not just a graphical symbol, but a carrier of the concept and spirit and the visualization embodiment of quality and service. As communication companies closely related to us, to be undefeated and unique, their logos also respond to doing the adjustment, for example, the telecom logos in foreign countries like the United Kingdom, the United States, Germany and France, and in China, the logos of China Telecom, China Unicom and CRC. The corporate logo is the soul of the corporate visual image, the symbol of the corporate brand and the core of all visual communication design elements. In fact, the visual brand image is an intangible asset. This article doesn’t focus on the summary, but by comparison and analysis, identifying the different connotation of the brand conveyed by the communication brand visual image to enable the Chinese communication companies to recognize their own inadequacy to shorten the gap in the graphic design between the domestic telecommunication companies and foreign ones and to provide some theoretical support and practical guidance for other communication companies. Keywords: brand; logo design; visual image design III 目录 独创性声明 I 中文摘要 II ABSTRACT III 第一章 绪论 1 1.1 课题研究背景 1 1.2 课题研究目的和意义 2 1.3 课题研究思路和方法 3 1.4 国内外通信市场的状况分析 3 第二章 通信企业标志与品牌形象的诠释 6 2.1 通信及相关概述 6 2.2 企业标志的概述 7 2.2.1 标志的概念 7 2.2.2 标志形象的起源 8 2.3 品牌及品牌形象的概述 10 2.3.1 品牌的诠释 10 2.3.2 品牌形象的诠释 11 2.4 视觉形象设计的概述 12 第三章 国外通信企业标志在品牌形象推广中的分析 14 3.1 英国电信公司 14 3.1.1 英国 BT 标志的演变 14 3.1.2 英国电信品牌视觉形象的推广 16 3.1.3 英国其他通信公司标志及品牌形象推广分析 17 3.2 美国电报电话公司 22 3.2.1 ATT 标志的演变