Application Of "Horse" Graphics In Automobile Brand Image Design

With the development of China’s economy and the progress of the society, the car has become an indispensable part of people’s daily life. Enormous social demand leads to the rapid development of automobile market, demand for cars is no longer merely at the level of a means of transport, more and more young consumer groups began to weary monotonous automobile brand image, customers began to pursue more taste, cultural, spiritual and personality of automobile brand. Car brand image homogenization of the impact of car sales is increasingly prominent, in this context, designers have to rethink and positioning the car brand image. Horse as a kind of human relations and the once very close animals. Many of its spiritual quality has been accepted widely by people, the "horse" graphically rich cultural connotation is designers to pay attention to and apply in the automobile brand image design.Main contents of this paper:the first part, through to "horse" graphic in automobile logo design and brand image in the analysis of the development of, summarizing the horse graphic design principles and rules, and points out the research significance and methods. In the second part, the author describes the relationship between "horse" graphics and image of the car design, an overview of the horse as a symbol of automobile brand development process, through the analysis shows the horse figure in automobile brand building of historical importance. In the third part, through the "horse" image in the case of Bao Wo electric car brand image design, respectively from the "horse" graphics in logos, supporting graphics, posters, packaging, etc. the examples of using were discussed in detail. Discusses how to use the "horse" graphic shape a better electric car brand image.The research purpose of this thesis is through the interpretation of the "horse" graphic in automobi le brand image design visual beauty of connotation, and the traditional culture in "horse" graphic culture applied to Bao Wo electric vehicles, seeking brand image innovation, in order to enrich and improve the brand value connotation, give prominence to environmental protection and comfort, gradually to the brand image, concept, brand culture into Bao Wo electric vehicle image marketing value chain of the whole process, comprehensive upgrade boost brand force to meet the majority of consumer groups on the personalized car brand needs. In order to provide reference for the "horse" graphics in the Chinese new energy automobile brand image design in the field of further use.