| The Internet integrating of modern communication technology, digital technology, storage technology, and many other advanced technologies is not only in full of human life, but also has brought new challenges and opportunities to corporate management and communication. For corporates, the Internet is not just a tool or a means, It’s a new business and communication environment.The internet thinking and "Internet+" mode that the internet has brought is brings a new era of development. Corporate logo is a core element of visual identity-. the basis to achieve integrated communication and it do epitomize the characteristics of corporate communications strategy.The information dissemination channels, the amount of information and the carrier of information in the internet environment have changed, namely consumer information receiving mental habits also will be changed, and all of these cause the changes of corporate logo design.In this paper, the Internet environment as the research background, through the case analysis, literature research method of corporate logo design features and communication strategies were explored. First of all, the Internet environment, corporate logo design status, the characteristics of corporate communication and consumer psychology and behavior characteristics to do a more systematic combing. Based on the basis of this, it summarizes the difficulties and problems faced by corporate logo design and communication strategy in the Internet environment. Logo design style single, outdated concepts, mark innovation from the aesthetic demand of consumers and other issues, communication strategies exist strategy adjustment and visual update put the cart before the horse, stick to the traditional marketing communication philosophy led to the enterprise decline and other issues. Thirdly, by the famous American coffee chain Starbucks on specific case analysis, from the visual presentation, emotional communication, communication value three angle, analyzes the logo design and communication strategy of breakthrough in the direction of enterprises in the Internet environment. From minimalism, people this thought, integrated thinking three aspects explores the Internet environment in corporate logo design features, and use these features as the direction of propagation strategy of enterprises to explore. In the last part, this paper summarizes the development trend of corporate logo design and communication strategy, and gives the corresponding development suggestions. |
