| A successful brand can win the whole world. The brand's audience, affinity, and market value are directly affected by the impact of enterprise image-building. The creation of a successful brand needs the combination of business and cultural background, product attributes, management system, and integration of the visual language of images. Application of the standard norms, which are constructed through digital analysis, can produce a strong visual impact, guide the market's attention to the enterprise, and provide infinite help to the development of enterprises'standardization.This project originates not only from the teaching research of "brand image design" course under the visual communication direction of the computer-aid art design major, but also from the practical task:The Xiangyuetianxia brand image design. The Xiangyuetianxia is a brand image of a restaurant chain which is being created in Hunan. The design procedure of the brand image includes digital image processing of typical graphics of Huxiang culture, characteristics of enterprise culture and modern fashion elements. Through the digital production and virtual realization, the base image is applied to the modern enterprise office system, environment system, gift packaging and advertising system, clothing and transport systems, and so on. The brand illustrates a good image of the enterprise. Design of the brand image is abiding by a scientific and strict production rules. The main design software includes CorelDRAW and Adobe Photoshop. The design focuses on business signs, the standard font and the standard color digital creation, which is the brand image design of the core part of the system.The application of Digital technology provides an open stage for the artistic creation. At this stage, designers can play the most incisive, subjective awareness, emotional thinking, and put them into practice through the digital rational technology. And these will do goodness to our enterprise, society, and human civilization. |
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