Research On The Development Trend Of Flexible Visual Identity Design

As the most effective information transmission method in the corporate image recognition system,visual identity design plays a vital role in the shaping and promotion of brand image.However,traditional visual identity design often puts too much emphasis on the so-called "brand consistency",and simply understands visual identity design as designing a set of fixed visual symbols and applying them to different platforms to achieve a consistent visual effect.This mechanical copy-like single presentation method not only gives the audience a rigid visual experience,but also damages the diversity and extensibility of brand information transmission,and cannot effectively promote the deep interaction between the brand and the audience.In the 1950 s and 1960 s,the concept of variable visual identity design was proposed.However,due to the limited technical level and single application scenarios at that time,this concept did not attract enough attention from the academic circles and the industry when it was first proposed.However,with the rapid development of big data,cloud computing,and artificial intelligence,the application scenarios of visual identity design have also been greatly expanded,and the audience has higher and higher requirements for the variability and interactivity of visual identity design.The variable visual identity design concept is ushering in a period of unprecedented development opportunities.In this context,this paper studies the development trend of variable visual identity design,aiming to provide new ideas and solutions for the further development of visual identity design.This paper takes the development trend of variable visual identity design as the main research object.The opening chapter of the first chapter systematically expounds the development process,system positioning,application scope and development crux of traditional visual identity design,which leads to the emerging development direction of variable visual identity design,and discusses its origin and development,connotation and characteristics,limitations and transcendence have been fully explored.The second chapter closely revolves around the new development trend of today’s society,and analyzes in detail the emerging needs of variable visual identity design,including responsive,collaborative and stimulating types.The third chapter sets out to construct the variable system of variable visual recognition design,including structure variable,process variable,source variable and so on.The fourth chapter puts forward a series of innovative variable visual identity design strategies,including three aspects of operation process,technical route,and measurement model,and conducts detailed explorations in combination with specific design practice cases.The fifth chapter makes a comprehensive discussion and analysis on the future development trend of variable visual identity design,which provides some reference and inspiration for future academic research and practical application.The study found that the current visual identity design is changing from the traditional one-way communication method to a multi-dimensional and dynamic two-way interactive process.The brand-new design process that uses collection as a method,uses dynamics as a means,and relies on the middle platform will be more and more widely used in variable visual identity design.Empowered by cutting-edge technologies such as augmented reality,virtual reality,and real-time rendering,the variable visual identity design will further release the vitality of extension,strengthen brand recognition,and generate incremental demand.At the same time,a relatively complete measurement model is urgently needed to evaluate and optimize the design process and results.With the development of science and technology and social progress,variable visual identity design is constantly moving from vision to synaesthesia,from independence to mutual benefit,and from individual to group.In the future,variable visual identity design will surely usher in a wider range of application scenarios and creative subjects,bringing more diverse sensory experiences to the audience.