动态图形在品牌视觉识别设计中的应用研究
Research on the Application of Motion Graphics in Brand Visual Identity Design

本文分析了动态图形应用在品牌视觉识别设计中的表现形式，进而总结出其特征优势以及设计原则，为新媒体环境下的品牌动态化视觉识别设计提供一定的理论与实践参考。结合典型案例对品牌动态图形应用现状和表现形式进行归纳分析，提出其应用主要以四种表现形式存在：一是以标志为核心的基本要素系统，二是品牌宣传数字广告，三是用户界面设计，四是品牌空间展示。品牌动态图形的优势在于强大的视觉表现力、多元的媒介传播形式和新颖的叙事语言，在设计时应遵守调性一致、信息清晰、动态流畅以及内容情感化的设计原则。
This paper analyses the manifestation of motion graphics in visual identity design, and then summarizes its characteristic, advantages and design principles to provide certain theoretical and practical references for the dynamic visual identity design in the new media environment. Combined with typical cases, it is proposed that the application exists in four main manifestations: a system of basic elements centered on logo, digital advertisements, user interface design, and brand spatial displays. The advantages of brand motion graphics lie in the powerful visual expressiveness, diversified forms of media communication and narrative language. The use of brand motion graphics should comply with the design principles of consistency, clarity of information, dynamic fluency and emotional content.