Research On Brand Image Design Of The Palace Museum Under The Background Of New Media

This paper takes the brand image design as the main line,based on the theoretical framework of the Palace Museum and brand image design,takes the brand image design upgrading of the Palace Museum as a typical excellent case,tries to find out the general rules of the brand image design upgrading of the Palace Museum,and puts forward the design principles and design methods suitable for the domestic museums in the aspect of brand image FA,and the new channel of the Palace Museum in brand image promotion under the background of new media,put forward the development prospect of the brand image design of the Palace Museum.:This paper first discusses the relevant theoretical concepts of Museum and brand image design and the current development of museum industry,focusing on the positioning and upgrading strategy of the Palace Museum brand image design under the background of new media and the necessity of the upgrading of the Palace Museum brand image design.Secondly,on the basis of relevant theoretical concepts,this paper tries to find out the general rules of the brand image design of the Palace Museum in the context of new media,and puts forward the design principles and methods of the Palace Museum in the aspect of brand image,respectively,from the basic elements of brand logo design,mascot,logo system design,as well as the product design,web design,new business space of the Palace Museum In the application part of inter design,the design strategy is further elaborated,and the corresponding optimization suggestions and measures are put forward.Then it discusses the new requirements and new channels of the Palace Museum in brand image promotion under the background of new media,and finally puts forward suggestions and prospects for the brand image design of the Palace Museum and domestic museums.Then based on the above three parts of the comprehensive analysis,the final conclusion of the article.Hope that through the author’s research in order to improve the gaps in this field in China,at the same time,the museum brand image design related research to play a reference.