视觉修辞视角下老字号品牌图形设计策略研究
Research on the Graphic Design Strategy of Time-Honored Brands from the Perspective of Visual Rhetoric

中华老字号是对传统文化与中国特色的守护与传承，是沟通文化与商业的桥梁。本文通过对现有老字号品牌的深入调查发现，众多曾经耳闻能详的传统老字号逐渐失去活力，生存环境岌岌可危。本文旨在通过视觉修辞视角激活受众对于老字号品牌的形象认知，通过图形设计提升老字号整体品牌形象，迎合当下设计潮流，使老字号在现代市场中重新焕发生机。“图像消费时代”的空前繁荣和网络媒体的兴起，使得图形设计成为品牌形象传播关键的传播要素。视觉修辞视角下，视觉呈现的全新转向为老字号品牌图形的重构指出了新的设计方向。图形设计识别性、内涵性和系统性的视觉图形，日渐成为老字号品牌形象传播中建构语图互文、革新视觉隐喻和激活视觉意象的重要手段。
Chinese time-honored brands are the guardian and inheritance of traditional culture and Chinese characteristics, as well as the bridge between culture and business. Through the in-depth investigation of the existing time-honored brands, this paper finds that many traditional time-honored brands have gradually lost their vitality and their living environment is in danger. This paper aims to activate the audience’s image cognition of time-honored brands from the perspective of visual rhetoric, improve the overall brand image of time-honored brands through graphic design, cater to the current design trend, and revitalize time-honored brands in the modern market. The unprecedented prosperity of “image consumption era” and the rise of network media make graphic design become the key communication elements of brand image communication. From the perspective of visual rhetoric, the new turn of visual presentation points out a new design direction for the reconstruction of old brand graphics. The identification, connotation and systematic visual graphics in graphic design are increasingly becoming an important means to construct the intertext of language and image, innovate visual metaphor and activate visual image in the communication of time-honored brand image.