Research On Design Method Of Urban Railway Train Brand Visual Identity And Its Appliciton

Due to increasing expansion of the scale of the town and urban agglomeration, Chinese needs on urban railway are growing as well. The urban railway has covered most of cities and towns. Meanwhile, with the change of Chinese railway transportation operation model, it will gradually develop towards the market-oriented business model. Faced with the competition pressure of the market, it needs to promote the position of products in the social public and enhance the competitiveness of products through establishing the brand image. Besides, because different regions and nations have different cultural backgrounds, different value orientations, aesthetic ideas and behavioral habits are formed. Therefore, as the product of movement in the environment, the design of the urban railway train has been far beyond its own property. The brand can be regarded as its symbol. It establishes a line with the individual features to meet the demand of diversified designs.The paper firstly introduces the relevant conception of the brand, describing the current situation and characteristics of domestic and foreign inter-city rail transportations. Besides, it makes the comprehensive analysis on the design of Urban railway train brand visual image and demonstrates the necessity of Urban railway train brand visual image design. Through listing the successful case of the branding of the airline, it interprets the feasibility of branding in the urban railway system. Meanwhile, it emphasizes the general requirements of Urban railway train design such a security, practicability and economical efficiency as well as realizability.Urban railway train brand vision identity system is a complicated design problem defined in multi-angles. In this paper, it demonstrates the detailed design procedure, structure and method and discusses the logicality and connection from the research to the conception generated as well as the visualization of innovative conception. Additionally, it proposes the general suggestion. For example, building the unified vision identity and successfully implementing the branding of railway transportation will be good for improving the whole image of Chinese railway transportation and enhancing the satisfaction of passengers.Finally, according to the general design method introduced in this paper, it takes the project of "Blue Silicon Valley Line" in Qingdao as the design background, putting forward several design strategies of railway transportation brand image.