基于图像符号学的品牌联名设计研究
摘 要：在品牌竞争激烈的市场下，品牌联名是当下推进品牌创新策略的重要路径。文章首先通过对实际案例的解读，基于图像符号学分析品牌联名设计的逻辑原理，提出品牌联名设计的创新性及合理性。然后通过对图像符号的特征及其意义的解构，进行分类解读，为品牌世界观的完善提供砝码。最后总结出三种品牌联名的设计思路，以期为品牌联名的设计创新提供更宽泛的设计思路和更多维的展示空间。
关键词：图像符号学；品牌联名；品牌设计
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2022)04-0068-03
Abstract：In a market with fierce brand competition， brand co-branding is an important way to promote brand innovation strategies. First， the article analyzes the logical principles of brand co-branding design based on the interpretation of actual cases and proposes the innovation and rationality of brand co-branding design based on iconic semiotics. Then through the deconstruction of the characteristics and meaning of the image symbols， the classification and interpretation are carried out to provide weight for the perfection of the brand's worldview. Finally， three design ideas for brand co-branding are summarized， which provide a broader design idea and more dimensional display space for the design innovation of brand co-branding， and realize a broader world view and unlimited possibilities.
Key Words： image symbology; Co-branding; Brand Design
