Research On Innovation Of Participatory Interactive Design Of Polymorphic Logo

With the vigorous development of information technology represented by computer technology,network communication technology,imagery and display technology,the era of digital media,network interaction,information explosion,experience economy and attention economy,as well as the formation of participatory culture have been triggered.The traditional logo is static and has a single form,and when it is applied to digital media,it performs normally.With the deepening of homogeneity,the traditional logo is hard to attract people's attention.Although the characteristics of the times bring challenges to logo design,they also bring new development opportunities.In order to better adapt to the media environment and the socioeconomic and cultural environment,the logo design presents a diversified,dynamic and interactive development trend.Under the influence of network culture and participatory culture,people's initiative to participate in interaction is improved,and the demand for experience,expression and sharing is increased.The introduction of ‘participation,interaction' logo design has a positive effect on brand promotion and value identification.In this paper,‘Polymorphic logo' and ‘participation and interaction' are combined to study,in order to explore a form of logo design that conforms to the development of the times,in order to meet the challenges of the current logo design.The main purpose of the research is to form a polymorphic logo participatory interactive innovative design application strategy,and use design methodology to guide specific practices.First,the relationship between polymorphic logos,traditional logos and dynamic logos are clarified,and the related concepts of participation and interaction are sorted out,laying a theoretical foundation for subsequent research.Second,the conditions for the participation of polymorphic logo interactive design are analyzed from multiple angles,the rationality of its existence and the advanced nature of the development of the times are theoretically discussed.Third,through systematic and comprehensive literature research and case studies,a theoretical system of participatory interactive design of polymorphic logos are constructed,including connotation,ideas,characteristics,advantages,problems solved,and design principles.Forth,through the keen insight of the industry and a large number of case analysis,the application strategy of participatory interactive innovation design of polymorphic logo is formed,including the creative evolution strategy of polymorphic logo,the realization strategy of audience participation and interaction and specific application strategy.Finally,through the social survey,the attitude of individuals towards polymorphic logo and the intention to participate in theinteraction of logos are mastered,which makes the research objective and practical.In addition,specific design practices are guided by the formed design methodology,and the design theories are tested in reverse.Participatory interactive design of polymorphic logo has some advanced properties.First,it has a variety of forms,it can flexibly adapt to a variety of media,and it has a new gender,is easy to cause unintentional attention,and reduces visual fatigue;Second,its open and sustainable development characteristics can always respond to changes in brand image brought about by the growth of corporate culture,corporate transformation,and industrial restructuring;Third,it has the function of participation and interaction,and it is easy to form situational memory.It is helpful to establish ‘consumer-brand' relationship,improve the loyalty of the audience to the brand,and expand the brand influence.