Research On The Visual Image Redesign Of ’Gonghetang’ Time-Honored Brand

The development of Chinese industry and commerce has given birth to many time-honored brands.These time-honored brands have a long history,profound skills and profound cultural deposits.They are important carriers for inheriting the excellent traditional Chinese culture.In recent years,under the impact of competition from foreign brands and emerging brands,the development of many time-honored brands has been difficult.Some time-honored brands only pay attention to product quality and skills,but ignore the shaping of their own brand visual image,which leads to a gradual disconnect with The Times and become marginal brands in the market.The brand value and cultural heritage contained in time-honored brands are the wealth of the Chinese nation.If they are allowed to die out,it will be a huge loss.Therefore,in order to better cope with the fierce market competition,the redesign of the brand visual image is an effective path for the development of The Times.With the rapid development of information technology,irreversible changes have taken place in the consumer market.Consumer groups tend to be younger,and the enhancement of brand awareness makes consumers no longer satisfied with basic material needs,but pay more attention to personalized and diversified consumption experience.At the same time,the popularity of the Internet and social media makes the consumption mode more diversified.Shopping and consumption can be carried out online anytime and anywhere.In such an environment,how to promote the young development of time-honored brands,create not only meet the aesthetic needs of today’s consumers,but also inherit the cultural connotation of time-honored brands,while taking into account the traditional and modern brand visual image,will be the problem of this research.This topic takes "Gong He Tang" time-honored brand as the research object.Firstly,it takes the redesign of brand visual image as the starting point to discuss the feasibility and focus of the redesign of time-honored brand visual image.Secondly,it analyzes the development status and visual design status of "Gonghetang" time-honored brand,summarizes the existing problems,and then repositions the visual image design of "Gonghetang" time-honored brand based on the cultural connotation of the brand and the aesthetic needs of consumer groups,and puts forward a set of complete design strategies to solve the problem of backward visual image of the brand.Finally,in the process of design practice,"simplicity,nostalgia,leisure,fun" as the design style,extract the brand culture and regional culture of the representative symbols and graphics,the brand visual image redesign scheme,and derivatives and applications,make it adapt to the needs of the development of The Times,attract the attention of young consumer groups.The redesign of the visual image of "Gonghetang" time-honored brand can not only inject new vitality into its brand development,but also help to inherit the cultural value contained in the time-honored brand.It is of great significance for the protection of local time-honored brands and the inheritance of Chinese excellent traditional culture,and also provides certain reference value for the visual image design of other time-honored brands.