Exploratory Study On China Business Mascot Design

With the modern business competition becoming fiercer and fiercer, as an integral part of corporate visual identity system, commercial mascots are drawing enterprises'more attention for its functions to increase brand awareness and enhance the affinity. The current situation, however, shows that, varying degrees of impairments exist in all the links of commercial mascots in China, which is due to deficiencies in the design of various sectors, as well as the deterioration of system composition.To give full play to brand business promotion functions of the business mascot, the mascot should have its own vitality supported by a complete design system-- vitality system of the commercial mascots. Business mascot vitality system (design system) is a business mascot design system based under the purpose of a long-term brand building. Vitality system consists of the creation part and continuation part, where creating is the basis part of commercial mascot determining the whole design system; continuation is reflects the growth of self-improvement and later development deciding whether a commercial mascot design can provide business services for a long time. These two parts determine the vitality state business mascot shown at last.Domestic commercial mascot design applications late start, there are obvious problems. First of all, the creations of domestic commercial mascot are generally lack of features and the image is rigid limited. It is difficult to find a foothold in domestic and international markets. Second, there is a neglect in the promotion part of the mascot of Chinese enterprises, which leads to difficulties for commercial mascot to play its due role. In addition, ignorance of the latter part of the problem from domestic and foreign enterprises led to the image aging of commercial mascots, which intensifies brand recession. These problems are very common in China's commercial mascot areas, which seriously affects the development of business and design becoming an obstacle to the development of China's commercial mascot. To solve these problems, the first and foremost need is to recognize the vitality of commercial mascots system. Considering the gradual improvement of various aspects of the system, commercial mascot design is a long-term process of development.In this paper, we start from the vitality of the mascot. Combine with real cases and the current background analysised, we demonstrate the vitality of systemic issues and start to think of the corporate mascot designs yet to be perfected.