城轨车辆品牌视觉形象设计方法与其应用分析

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1、西南交通大学硕士研究生毕业论文第1I页AbstractDuetoincreasingexpansionofthescaleofthetownandurbanagglomeration,Chineseneedsonurbanrailwayaregrowing弱well．Theurbanrailwayhascoveredmostofcitiesandtowns．Meanwhile，埘mthechangeofChineserailwaytransportationoperationmodel，itwillgraduallydeveloptowardsthema

2、rket—orientedbusinessmodel．Faced、析t11thecompetitionpressureofthemarket，itneedstopromotethepositionofproductsinthesociaipublicandenhancethecompetitivenessofproductsthroughestablishingthebrandimage．Besides，becausedifferentregionsandnationshavedifferentculturalbackgrounds，differentv

3、alueorientations，aestheticideasandbehavioralhabitsareformed．Therefore，astheproductofmovementintheenvironment,thedesignoftheurbanrailwaytrainhasbeenfarbeyonditsownproperty．ThebrandCanberegardedasitssymb01．Itestablishesalinewiththeindividualfeaturestomeetthedemandofdiversifieddesig

4、ns．Thepaperfirstlyintroducestherelevantconceptionofthebrand，describingthecurrentsituationandcharacteristicsofdomesticandforeigninter-cityrailtransportations．Besides，itmakesthecomprehensiveanalysisonthedesignofUrbanrailwaytrainbrandvisualimageanddemonstratesthenecessityofUrbanrail

5、waytrainbrandvisualimagedesign．Throughlistingthesuccessfulcaseofthebrandingoftheairline，itinterpretsthefeasibilityofbrandingintheurbanrailwaysystem．Meanwhile，itemphasizesthegeneralrequirementsofUrbanrailwaytraindesignsuchasecurity,practicabilityandeconomicalefficiencyaswellasreal

6、izability．Urbanrailwaytrainbrandvisionidentitysystemisacomplicateddesignproblemdefmedinmulti—angles．Inthispaper,itdemonstratesthedetaileddesignprocedure，structureandmethodanddiscussesthelogicalityandconnectionfromtheresearchtotheconceptiongeneratedaSwellasthevisualizationofinnova

7、tiveconception．Additionally,itproposesthegeneralsuggestion．Forexample，buildingtheunifiedvisionidentityandsuccessfullyimplementingthebrandingofrailwaytransportationwillbegoodforimprovingthewholeimageofChineserailwaytransportationandenhancingthesatisfactionofpassengers．Finally,acco

8、rdingtothegeneraldesignmethodintroducedi