A Study on Designing Brand Identity Marks with Nature Theme

Abstract

Since the beginning of the 21st century, China has been developing rapidly in economic, scientific, cultural and other fields. Its development potential has grown, but competition is getting fiercer. Therefore, in the contemporary marketing mode,competition of product has gradually evolved into competition of brand. The only way to own a market is more important than owning an enterprise. The only way to own a market is to have a brand that dominates the market. How to fully demonstrate ourselves in the contemporary market conditions and enhance brand competitiveness has become a problem that we have to pay attention to. In the brand design, mark can mobilize all visual elements. All visual elements are centered on it.In society, people through mark to understand brand. Mark is the core of the brand strategy graphics, with a simple, unique, prominent character. One of the most important is easy to remember, specific products and services through memory in order to stimulate purchase behavior again. A successful mark should adopt concise, vivid, visually striking and representative graphics to make a strong visual impact ,Of course, in mark design, ease to make, identification and expansion must be taken into account in order to meet the needs of various visual media. With the continuous development of economy, it is now the Internet age. As an indispensable part of life, people have been separated from the Internet. Mobile phones can replace heavy computers, heavy books, and save people’s shopping and dining time. Mobile phones have become so convenient that all fields are actively developing online services. According to survey, online shopping has become one of the most popular lifestyles in the world, and it is also a non-national lifestyle. However, with the rising competition of online brands, some brands lack the competitiveness and brand identity is not unique and gradually forgotten by people. I have created a women's fashion brand in China. At the moment, the mode of operation during the phase of introduction is operated online but in the mature phase it will be transformed into an O2O business model. The target customer for brand positioning is young women between 20 and 35 years old, with brand price positioning between 200 and 300 yuan (RMB). Brand style positioning is fresh and sweet, so choosing "nature" is an appropriate way to express brand concept from the visual aspect. The designer would like to design the brand, according to development of a good brand strategy to solve the problem of brand mark. How to convey brand information better, establish positive brand image and raise brand awareness. and remember specific product and services\ through memory in order to stimulate purchase behavior again. It is combined with the nature of the related elements of unique design, which is easy to identify,is more accurate more accurately convey the brand attributes and brand image, and thus can improve the awareness of brand impressed consumers. The scope of the design study is a symbol of women's fashion brand. According to the same target consumers I created the fashion brand and the popularity of higher sales of fashion brands, for the Chinese market by country classification from the Chinese fashion brand selected four women's fashion brands, South Korea, the United States, Japan, respectively, the fashion brand selected two brands, A total of ten women's fashion brands. The ten women's fashion brand mark visual elements for comparative analysis.In accordance with the brand's market research for its brand strategy to do comparative analysis reached relevant conclusions. The study Structure a literature investigation through leading paper, books, and internet materials. This project is focused on the design, but I have done a lot of searching for relevant theoretical knowledge through books and networks before designing. They include brand identity, brand identity mark, gestalt, and color psychology with definitions. They also let me understand the type of brand mark more clearly. In the book for brand design, professor Albert Young CHOI summed up six brand marks, namely, 1. Literal symbol 2. First letter line mark 3. Representational symbol 4. Abstract symbols 5. Group identification 6. Badge symbol. This design is according to the six types of mark design study, and according to the women's fashion brand market research to establish the brand's brand strategy, rely on brand strategy design brand mark. In the design process, Albert Young Choi in the design of the patient guidance to complete the research project. First of all, a lot of painting sketch again each type are selected from these sketches, and according to the selected six types of indicators, questionnaire survey was conducted. The survey respondents must conform to the brand positioning target population so that the relaed accurate survey data can be obtained. Through the survey data selected a sign of the most popular with consumers, then the specific design such as color, shape, and finally to design the most conforms to established women clothing personal brand of brand mark.