“肖氏茶行”品牌视觉改造计划 Brand vision transformation plan of Xiao's tea shop 中文摘要随着现代科学技术的高速发展，许多产品越来越同质化，对于被消费的商品，人们已经不只是关注它们的基本效能和属性的使用。对于商品能否反映出个人的经济实力、文化修养、审美趣味等方面人们提出了更高的要求。在如此背景下，一些老的店铺仍保持着以往的传统形象，若是不进行改变难以吸引到当代对商品有多种心理需求的消费者；也有些老店，对自身品牌形象进行重塑再设计，从而使其品牌继续持有活力。本文以传统老店的品牌形象视觉改造为研究方向，通过国内老店品牌视觉设计案例分析，来探讨品牌重塑的视觉形象以及符合现代审美的字体设计方法。最后，根据论文研究的方向，以佛山南海区的肖氏茶行为例，进行品牌视觉形象创新设计实践，进一步探索论文理论成果的可行性。关键词：茶行品牌 品牌形象 品牌再设计AbstractWith the rapid development of modern science and technology, many products are becoming more and more homogeneous. For the goods being consumed, people have not only paid attention to the use of their basic efficiency and attributes. People put forward higher requirements on whether commodities can reflect personal economic strength, cultural accomplishment, aesthetic taste and other aspects. In this context, some old stores still maintain the traditional image of the past, if not to change, it is difficult to attract contemporary consumers with a variety of psychological needs for goods; some old stores, to reshape and redesign their brand image, so as to keep their brand vitality.This paper focuses on the visual transformation of the traditional brand image of the old stores, and through the case study of the visual design of the old stores in China, to explore the visual image of brand reconstruction and the font design method in line with the modern aesthetic.Finally, according to the research direction of the paper, taking the Xiaoshi tea behav...
