Research On The Design Of Characteristic Restaurant Brand Image Based On Fusion And Regional Culture

Brand image design is the externalization of the enterprise in the market competition.An accurate and expressive brand image design is immeasurable for the enterprise.In the important competition time,the enterprise can even make the enterprise get back to life.Therefore,the brand image design has also become the focus of the brand competition.How to build their own personality characteristics is the problem that entrepreneurs need to solve at present.Facing the development of market diversification and the entry of foreign enterprises,it is very important to meet the taste of consumers,improve the identification of their own brands,and create brand loyal consumers for a business.In the process of the development of brand image design,the unique visual expression language can make the brand stand out in the competition.Therefore,how to find the most representative symbol in the brand culture and display it is the concern of the present visual communication designer.With the improvement of living standards and quality,the development of all kinds of catering brands is growing.However,at present,the brand image of food and beverage in the market is mixed,most of which do not have a unified brand image planning,without strong visual effect,or lack of difference and recognition,from the perspective of long-term development,Some problems directly affect the promotion and promotion of enterprises.Enterprise brand image planning,the VI design system is the external performance of the enterprise’s internal characteristics and enterprise culture,is an important way for consumers to understand the brand concept and product characteristics quickly.A good image recognition system can set up a unique visual image symbol for the brand,and bring rich benefits to the development of the enterprise."Mazu new village sixteen beef village noodles" is a special restaurant in Mazu new village of Taiwan.It has a unique and long history of the cultural characteristics of the village.This graduation project is based on the practice of the brand image design of the catering industry.Through the research on the basic theory of brand image design and the analysis of the characteristics of the design object,the regional and cultural characteristics are taken as the breakthrough point of the image design scheme,and the regional and national character is integrated into the brand image.In the plan,we use professional design thinking and expression method to extract visual symbols with symbolic meaning,complete the design of brand logo,standard word,standard color base and application part of the whole VI system,create exclusive brand image,and reflect the uniqueness of brand that can not be replicable.Through the research and interpretation of the professional basic theory,this paper uses literature collection,case analysis,investigation and induction research methods and other related research methods,through a large number of literature theory basis,combined with the classic case in-depth analysis,through the investigation of the current characteristics of the catering market related industries.Take the first hand information,summarize the design law of regional culture in the brand image and apply it to the actual project,and guide the design practice with professional theory knowledge.Accurately grasp the breakthrough point of brand image design,show regional cultural features and humanistic feelings as key elements in the design scheme,which embodies brand characteristics,but also carries forward and spread of national traditional culture,which is a successful application of the visual language of regional culture to the design of brand image.The attempt has positive theoretical impetus and realistic value.