Research On The Dynamic Trend Of Brand’s Visual Identity Design Under New Media Environment

Along with the rapid development of Internet, multimedia and information technology under the background of information era, the brand communication in the traditional print media environment has been restricted to a certain degree due to the environment for information transmission being changed because of the media and information technology. Consequently, transmission of the diversified information is affected severely in terms of the pure two-dimensional static visual identity design which cannot keep up with the brand’s market competition and the demand of mass communication. Obviously, the dynamic development of brand’s visual identity design has challenged us. Therefore, this thesis attaches particular emphasis on the problems of what kind of new ideas and design methods should the brand’s visual identity design acquire under the new media environment with information diversity.Based on the review of related cases and research status at home and abroad, this thesis firstly makes a definition for the brand’s visual identity design, and provides an illustration on the development of media environment as well as the features of information transmission. After this, environment of the new media will be discussed. And the features of information transmission under the new media environment will be found out by comparing with the features of information transmission in the traditional print media. Starting from the analysis on the visual image system in Germany Hanover Expo, this thesis puts forwards that the brand’s visual identity design has faced great new-challenges under the new media environment. With the discussion and comparison of the excellent brand’s visual identity design cased produced in the new media environment, the cases are divided into three kinds from the perspectives of manifestation, branding, audience demand and user experience:polymorphous sign, dynamic video and interactive sign. Combined with the related theories of communication studies, design psychology and brand’s visual identity design, the design ideas and methods of brand’s visual identity design under new media environment are illustrated and summarized. In the final part, this thesis refines the reference significance as well as dynamic trend of the development of brand’s identity design hoping to bring a new way of thinking for it.