视觉传达设计专业 传统餐饮类品牌视觉形象再设计研究-以广州传统面食品牌设计为例.docxVIP

PAGE 27 中文摘要 随着消费升级，现在的餐饮店越来越讲究品牌设计，无论是大型连锁，还是小型个体商户，都在设计上下足了功夫。因此部分传统品牌由于其落后的品牌形象不能适应当今消费者的审美需求，从而导致在现代化的进程中越走越衰退，越来越跟不上新时代的发展。因此，本人深入研究了传统餐饮类品牌的视觉形象，并以广州传统面食品牌为例，用以小见大的方式来探讨品牌形象再设计的问题。在这次实践中，以实地考察法和文献法相结合，首先深入调查了广州传统餐饮店，在此步骤上，细分为两个小部分，第一部分调查具有知名度的品牌，找出品牌再造的成功案例；第二部分调查定位模糊、发展大不如前的品牌，接着深入分析其品牌形象的缺陷与不足，仔细探究品牌落后、不能跟随潮流的原因，从而进一步确定品牌的未来发展定位，对品牌的未来规划进行实施，最后设计出一套完善的方案。使得该品牌的形象可以更加深入人心，从而促进广州传统面食品牌的发展，使得传统餐饮业焕发出新的生机。 关键词：广州传统面食品牌 品牌形象 品牌再造 品牌传播 Abstract With the consumption upgrade, now the restaurant more and more pay attention to brand design, whether it is a large chain, or small individual businesses, are in the design of the effort. Therefore, some traditional brands cannot adapt to the aesthetic needs of consumers due to their backward brand image, which leads to more and more decline in the process of modernization and more and more can not keep up with the development of the new era. Therefore, I deeply studied the visual image of traditional catering brands, and took Guangzhou traditional pasta brands as an example to discuss the brand image redesign in a small way. In this practice, with the combination of field investigation method and literature method, the traditional restaurants in Guangzhou were firstly investigated in depth. In this step, it was subdivided into two parts. The first part investigated well-known brands and found successful cases of brand reengineering. The second part survey not brand positioning fuzzy, development, and then further analyze the defects of the brand image, and explore the brand behind, unable to follow the trend, so as to further determine the future development of brand positioning, the brands future planning implementation, finally devised a perfect plan. The image of the brand can be more deeply rooted in the hearts of people, so as to promote the development of traditional noodle brands in Guangzhou, so that the traditional catering industry has a new vitality. Key word：Guangzhou traditional pasta brand Brand image