Research On The Design Of Brand Visual Identity Under The Brand IP Environment

In the information age with the rapid development of the Internet,the competition among brands is increasingly fierce,and brand visual identity design has increasingly become an important part of brand design and strategy.In the case of highly homogeneous products,with the upgrading of consumption and younger main consumer groups,people’s demand for commodities is no longer the property of commodities,but gradually shifts from material demand to the pursuit of emotional demand.As a way to connect the emotional and cultural resonance of consumers,brand IP has extremely high appeal and application value,and all new and old brands begin to wait and try.For brands,brand IP is not only a way of marketing,brand and IP binding,more can reflect the brand culture and quality;For consumers,IP brands transcend the material level to meet their spiritual needs.Therefore,creating brand IP becomes the inevitable trend of brand upgrading.In this environment,brand visual identity design is also changing.This paper by analyzing the theory of IP under the perspective of brand visual identity design,research IP brand culture characteristics and visual design,analyzed the visual recognition system cases of IP products at home and abroad,the brand marketing,visual identification system,consumer psychology and other elements were analyzed,and brand visual identity design is summarized in the IP environment of innovation and the dissemination way.Concrete by building IP clothing brand eyescream visual identity design process,based on the surrounding IP construct unique visual identity design,brand logo,colors,cartoon image of ductility design,diversified portfolio,widely used,is committed to create a story of the young brand,and is spread in many ways,and create a flexible brand image,showing a brand new IP change environment of brand visual identity design.