Study On Chinese Automobile Brand Identity Design

As China’s economic strength, people’s living standards have improved significantly, every household has a car is no longer a dream, car travel has become an essential means of transport. Streets, we often see a variety of brand cars, such as Audi, BMW, Mercedes, Buick, Volkswagen, Honda, etc., there is no doubt that China is moving into the automobile age.However, it is worth noting that there is a gap between foreign brand cars and our brand cars in car sales and brand awareness.I believe that this gap have a certain relationship with the Chinese automobile brand logo design imperfections.Therefore, this paper analyzes the excellent car brand logo design, which is to explore research designed methods and principles, so as to further improve China’s automobile brand identity design, while helping the development of China’s automotive brands.The second chapter discusses the basics of car brand logo design, make an overview to the status of Chinese car brand logo design.Principles of design criticism is reasonable used of existing domestic automobile identification analysis and evaluation, so that designers and entrepreneurs can have the understanding to the overall situation of China’s existing car logo. At the same time, it can provide us a theoretical basis for the creation of a new brand identity and improve existing car logo design.The third chapter mainly through successful case domestic and overseas, analysis car logo design logo study exploring the basic principles and methods to guide the future development direction and logo design path. While the more well-known domestic automobile brand identity development were analyzed and compared, and finally, various elements from logo design to identify the horizontal comparison of domestic and foreign cars, to further explore the Chinese automobile brand identity problems and areas for improvement.The fourth chapter relies heavily on consumer psychology affect the car logo design on the analysis, the purpose is to explore different cultural backgrounds car auto consumer groups on different interpretations of the way the brand identity, thus reminding logo designers while designing this aspect to be considered factors. At the same time, the article also from a consumer point of view, trying to explore the different needs of different consumer groups to brand car logo design, and ultimately hopes domestic car brand identity that allows consumers and automotive products produced between visual resonance, resulting in the minds of consumers left a good brand image, establish brand position.