Research On Open Visual Identity Design

In the second year of graduate school,the author was selected by the school to go to Graz University of Applied Sciences in Austria for exchange study.During the exchange,She participated in the visual identity design activities of the local music festival.The design results are actually adopted.This design experience sparked new thinking on visual identity design.Under the new era and new concept,the meaning and role of visual identity have changed,and its form is different from the past,especially showing an openness feature.Visual identity design is indispensable for the establishment of brands and cultural activities,and public service agencies' publicity,and why this openness feature was formed is worth studying.This article analyzes and summarizes the performance and causes of the openness of visual identity design,and predicts and studies the design concepts behind the openness of visual identity and its impact on the future development of visual identity design.This paper uses three methods of literature analysis,case empirical method and comparative analysis method to carry out the research work.First,by reading,analyzing and summarizing relevant monographs and literature at home and abroad,the development status of visual identity design is summarized;through comparison between traditional visual identity design and open visual identity design,in order to conclude the openness of visual identity design in the contemporary context and generation mechanism.Then,this article selects the data collected during the exchange study in Austria and classic cases from abroad.Through empirical research,the open levels of visual identity design are summarized,that is,the openness of the three levels of design elements,design patterns,and design functions,and then refined the two salient features of open visual identity which are system-accessibility and growth.Finally,it was concluded that open visual identity design is a product of a multidimensional concept.This multi-dimensional concept includes integrated considerations of social culture,spatial environment,and human history.Through an open visual identity system,these Only outside elements can get involved.Under the multi-dimensional design concept,design works are no longer confined to their own closed spaces,but rather a multidimensional architecture that is interrelated with other factors.Affected by this concept,the visual identity system has become a platform,which not only displays the brand concept,but also pays more attention to the social and cultural context and transmits social values.This also enlightens us that we should develop our ability to view design issues from multiple perspectives,and use an integrated and continuous design force to promote design progress and transfer design value.