【作者】 赵敏婷；

【导师】 陈丹； 刘宗明；

【作者基本信息】 陕西科技大学 ， 设计学， 2025， 博士

【摘要】 自1978年改革开放政策实施以来,中国品牌设计迈入了现代转型的历程。在过去的四十四年里,中国品牌设计从濒临消亡的边缘走向了涅槃重生,从本土的探索阶段发展到与国际接轨,实现了跨越式的发展。这一过程中,逐步形成了具有中国特色的设计话语体系。本研究通过历时性考察揭示了中国品牌设计观念的演进轨迹,其特征从功能性重构到系统性创新,从文化自觉到全球对话,显著而深刻。其形态变迁不仅反映了中国品牌设计的演进,也映射出中国社会现代化进程中的深层文化逻辑。本研究基于观念史和社会史的双重视角,构建了一个多维分析框架:首先,确认品牌设计作为一种社会文化实践,其发展始终受到技术革新、经济转型、文化思潮和制度创新的综合影响;其次,提出“观念—形态”动态互构理论,强调设计观念通过具体实践转化为可感知的形态表征,同时形态创新也反过来促进观念的革新;最后,引入了技术美学、跨文化传播、数字化转型等理论工具,构建了一个连接宏观结构与微观实践的解释路径。通过历史文献分析、典型案例解构与描述性统计的综合运用,本研究将中国品牌设计观念的演变系统划分为四个范式转换阶段:(1)启蒙期(1978—1991):在向有计划的商品经济转型背景下,品牌设计突破传统工艺美术范式,通过引入西方技术美学实现功能性转向,从而催生企业品牌形象意识的萌芽。商标管理的制度化与CI系统的初步应用,标志着设计思维从装饰性绘画向系统化设计的范式转换,形成“实用——审美”二元价值体系。(2)成长期(1992—2001):社会主义市场经济体制的确立催生“大设计”理念,品牌设计延伸至研发、生产、营销全价值链,中国品牌形象设计逐渐转向整体形象设计系统的构建,通过CI理论的本土化重构,形成视觉识别(VI)、行为识别(BI)、理念识别(MI)三位一体的系统设计观,进而推动了太阳神、健力宝等民族品牌的崛起。(3)繁荣期(2002—2012):随着加入世界贸易组织(WTO),设计思维的全球化趋势得到了加速,品牌设计开启跨文化编码实践,通过创新式构建“国际化思维+本土化沟通”模式,逐渐形成了多元文化融合的“跨文化”观。以2008北京奥运视觉系统为典范,通过传统纹样的现代转译、东方美学的当代表达,构建起“全球视野—本土智慧”的对话机制,实现从文化输入到文化共生的范式突破。(4)转型期(2013—2024):在“三个转变”战略指引下,5G、AI等数字技术重构品牌设计范式。用户体验主导的智能设计、数据驱动的动态标识、虚实融合的体验场景,推动品牌设计从视觉传达向数字生态建构转型,形成万物互联时代的“数字孪生”设计哲学。研究发现:中国品牌设计观念的演进本质上是现代性建构的文化实践,其发展轨迹呈现出“引进消化——整合创新——范式输出”的阶段性特征;技术变革作为底层驱动力,始终与制度创新、文化自觉构成动态三角作用机制;而数字化转型正在重塑“设计——技术——用户”的价值网络,催生更具弹性的品牌生态系统。本研究不仅构建了改革开放以来品牌设计观念发展的理论谱系,更通过揭示中国设计现代性生成的特殊路径,为全球设计理论贡献东方经验。更多还原

【Abstract】 Since the implementation of the reform and opening-up policy in 1978,Chinese brand design has entered a process of modern transformation.In the past 44 years,Chinese brand design has gone from the brink of extinction to rebirth,evolving from a local exploration stage to international integration,achieving a leapfrog development.During this process,a design discourse system with Chinese characteristics gradually emerged.This study reveals the evolutionary trajectory of Chinese brand design concepts through a longitudinal examination,characterized by a significant and profound shift from functional reconstruction to systematic innovation,from cultural consciousness to global dialogue.The transformation of its form not only reflects the evolution of Chinese brand design,but also reflects the deep cultural logic in the process of modernization of Chinese society.This study constructs a multidimensional analytical framework based on the dual perspectives of conceptual history and social history.Firstly,it confirms that brand design,as a social and cultural practice,has always been influenced by technological innovation,economic transformation,cultural trends,and institutional innovation in its development;Secondly,the "concept form"dynamic mutual construction theory is proposed,emphasizing that design concepts are transformed into perceptible form representations through concrete practice,and form innovation also promotes the innovation of concepts in turn;Finally,theoretical tools such as technological aesthetics,cross-cultural communication,and digital transformation were introduced to construct an explanatory path that connects macro structure with micro practice.Through the comprehensive application of historical literature analysis,typical case deconstruction,and descriptive statistics,this study divides the evolution of Chinese brand design concepts into four paradigm shift stages:(1)Enlightenment period(1978-1991):Against the backdrop of transitioning to a planned commodity economy,brand design broke through the traditional paradigm of arts and crafts,achieved functional transformation through the introduction of Western technological aesthetics,and thus gave birth to the budding of corporate brand image awareness.The institutionalization of trademark management and the initial application of CI system mark the paradigm shift of design thinking from decorative painting to systematic design,forming a binary value system of "practicality aesthetics".(2)Growth period(1992-2001):The establishment of the socialist market economy system gave birth to the concept of "big design",and brand design extended to the entire value chain of research and development,production,and marketing.Chinese brand image design gradually shifted towards the construction of a holistic image design system.Through the localization and reconstruction of CI theory,a system design concept of visual identity(VI),behavioral identity(BI),and conceptual identity(MI)was formed,which further promoted the rise of national brands such as Sun God and Jianlibao.(3)Prosperity period(2002-2012):With the accession to the World Trade Organization(WTO),the globalization trend of design thinking has accelerated,and brand design has opened up cross-cultural coding practices.Through innovative construction of the "international thinking+localized communication"model,a "cross-cultural" view of multicultural integration has gradually formed.Taking the visual system of the 2008 Beijing Olympics as a model,a dialogue mechanism of "global perspective local wisdom" is constructed through the modern translation of traditional patterns and contemporary expression of Eastern aesthetics,achieving a paradigm breakthrough from cultural input to cultural coexistence.(4)Transition period(2013-2024):Under the guidance of the "three transformations" strategy,digital technologies such as 5G and AI are reshaping the brand design paradigm.User experience driven intelligent design,data-driven dynamic identification,and integrated virtual and real experience scenarios promote the transformation of brand design from visual communication to digital ecological construction,forming the "digital twin"design philosophy of the Internet of Things era.Research has found that the evolution of Chinese brand design concepts is essentially a cultural practice of modernity construction,and its development trajectory presents a phased characteristic of "introduction digestion integration innovation paradigm output";Technological change,as the underlying driving force,always forms a dynamic triangular mechanism with institutional innovation and cultural consciousness;And digital transformation is reshaping the value network of "design technology user",giving rise to a more resilient brand ecosystem.This study not only constructs a theoretical spectrum of the development of brand design concepts since the reform and opening up,but also contributes Eastern experience to global design theory by revealing the special path of modernity generation in Chinese design.更多还原